To mark the launch Primark’s latest activewear collection, Primark Form, we have developed a new campaign that pokes fun at the drama and intensity of traditional sportswear advertising.
Following on from recent work 'The Get Away' and 'Shockingly Chic', 'That’s Kinda Game-Changing' marks the next step in the 'That’s So Primark' brand platform. We created the campaign to help establish Primark as a go-to choice for reliable workout gear that does not carry an inflated price tag.
The hero film directly parodies classic sports ad clichés, setting athletic women in a moody, brutalist environment with an overly serious male narrator, only for them to brush off the intense dramatics and carry on with their routines.
Shot by Pascal Schonlau with social content by Charlotte Croft, the work spans out-of-home, digital, and audio channels. The media strategy places Primark directly into fitness spaces, including gyms, running routes, and health clubs, while partnering with key fitness platforms like Men’s Health and Women’s Health. Production and creative development were handled end-to-end by our global content studio, Girl&Bear, with media planning by One Publicis Primark and organic social led by SocialChain.
"With Primark Form, we wanted to challenge expectations of what high-performance wear can look like and how it is often overpriced. This campaign celebrates the feeling of expecting the unexpected, knowing you’ve not paid above the odds for performance pieces that support your workout at a price you can’t quite believe."
Wendy Duggan, Marketing Director at Primark
"Are you even working out if you’re not in an oh-so-serious black and white world, with dramatic choreography, being egged on by an omnipotent, rousing voiceover? If you’re wearing Primark while doing it, then yes, you are. Serious sportswear doesn't need to feel so serious when you’re not paying silly prices for it. And we just proved it."
Nikki Lindman, Creative Director at VCCP