We’re helping Primark to step into summer with a new campaign that leans into the glamour of classic heist cinema, proving high style doesn't need a heavy price tag.
‘The Get Away’ marks the latest evolution of Primark's ‘That’s So Primark’ brand platform. Building on previous hits like ‘Shockingly Chic’ and ‘In Denim We Can’, the initiative aims to strengthen the retailer’s reputation for style, quality, and value across the UK, US, and - for the first time ever - Spain.
Featuring eight hero summer looks - including striped maxi dresses, embroidered co-ords, and beach-ready swimwear - the push highlights the feeling of finding elevated fashion at prices so low it feels almost criminal
Directed by Tom Green through Stink Films in collaboration with our global content creation studio Girl&Bear, the hero film follows three friends sneaking into an exclusive club in high-end Primark outfits, leading to a high-speed chase through Mediterranean backstreets before a surprise ending reveals a lost bag being returned by the concierge.
Alongside the film, the campaign borrows heavily from glossy Hollywood tropes across static photography, captured by Nicholas Maggio.
Girl&Bear managed end-to-end production across film, stills, DOOH, and social assets. Social strategy was led by Social Chain, with media buying handled by One Publicis Primark.
Rooted in the insight that travel prompts shoppers to rethink their wardrobes, the campaign targets key consumer moments - from searching for holiday outfit inspiration to summer binge-watching. The multi-channel launch spans TikTok, YouTube, connected TV, and high-impact outdoor media across major hubs, including London's Central Line and Tottenham Court Road, as well as high-visibility placements across Spain.
"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."
Wendy Duggan, Marketing Director at Primark
"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."
Nikki Lindman, Creative Director at VCCP
"We are excited to bring this campaign to life on the Primark social channels. Working closely with VCCP we have developed concepts that align with the strategic direction of the campaign and ensure there is a cohesive feel across all platforms. Through social, we’ll introduce the audience to a range of different glamorous characters as they execute high end looks for less. All supported by stop motion animation content and shoppable Pinterest boards, highlighting even more fabulous pieces from Primark’s Summer collection."
Jude Summerton, Producer at Social Chain