Low cost retailer Primark is bringing the summer vibes with a new cinematic campaign designed to showcase the brand’s high-quality fashion.

‘The Get Away’ campaign, created by VCCP, will run across the UK and US and will mark the brand’s first marketing campaign in the Spanish market.

The campaign has been perfectly timed to coincide with the time of year when shoppers look to their wardrobe and collectively ask, ‘What do I wear in the heat?’

The campaign features eight hero looks which answer this question, from standout stripe maxi dresses, broderie and embroidered co-ords to postcard-inspired swimwear.

The collection has been showcased to prove you don’t need to spend more for chic, quality, summer looks, whether you’re heading abroad, staying local or simply dressing for the feeling of sunshine this summer. 

The activity builds on the ‘That’s So Primark’ brand platform. Following on from recent campaigns such as ‘Shockingly Chic’ and ‘In Denim We Can’, the latest campaign sits within the brand’s wider strategy to attract style-conscious shoppers by strengthening Primark’s reputation for style, quality and value. 

The TV spot leans into the cinematic world of the heist movie, bringing to life the idea that with Primark, customers can get their hands on elevated summer looks that have no business looking as good as they do at that price. Because when you find pieces this good, at prices this low, it feels like you’re getting away with something.

Directed by Tom Green through production company Stink Films, in collaboration with VCCP's global content creation studio Girl&Bear, the film follows a trio of friends on a high-octane girls' trip. 

As the trio sneak into a private members’ club, their high-style Primark outfits ensure they look the part. The trio are caught red-handed and dash away. As if pulling off an impossible diamond heist, the girls navigate the maze-like backstreets, trailed by the hotel concierge.

Finally, he catches up with the friends: much to their surprise, instead of reprimanding the group, he simply returns one of the girls’ bags, left behind in their rush to get away. High style from £16? That’s So Primark.

Bringing the Primark brand to a glossy, Hollywood-style heist world underlines the brand’s premium style credentials. Social activity will also support the campaign, led by Social Chain, with media managed by One Publicis Primark.

The media campaign was built on the insight that travel is a key trigger, prompting shoppers to rethink their wardrobe. The campaign focused on key summer behaviours, from ‘holiday and summer search’ moments, where audiences actively seek inspiration and advice, to ‘summer binge’ viewing, when they are most engaged with content.

The campaign connects with audiences across TikTok, Broadcast Video On Demand, YouTube and out of home. Primark will have a consistent presence across platforms, while high-impact outdoor placements keep the brand visible in busy retail and travel environments, including for the first time placements across the Central Line, an elevated site at Tottenham Court Road and outdoor activity across train stations throughout the UK, supported by Publicis Connected Identity.

Wendy Duggan, Marketing Director at Primark, explained: “With ‘The Get Away’, we wanted to put our Summer style credentials front and centre, showcasing fashion-forward pieces designed to rival the high street’s most coveted looks - without the high price tag. This campaign celebrates that gleeful feeling when you find a look you love at a price you can’t quite believe, all wrapped up in a playful, cinematic world full of humour and fun.”

Nikki Lindman, Creative Director at VCCP, added: “There’s something so fun in the idea of looking this chic, for these prices, it feels like you’re breaking the rules. ‘The Get Away’ leans into that feeling completely, reimagining Primark through the lens of a glossy fashion heist movie - playful, glamorous and always with that knowing wink that sits at the heart of the brand.”