Primark’s new campaign for its activewear collection has all the tropes of the big global sports brands – serious black and white visuals, a brutalist concrete backdrop, and a pumping soundtrack. But it turns out to be a satire when the women shrug at the camera and just get on with it, this time in full technicolour.
Directed by Andreas Nilsson through Biscuit Filmworks, it continues the drive towards establishing a reputation for style and quality as well as the bargain prices Primark is best known for.
Wendy Duggan, marketing director at Primark said: ““With Primark Form, we wanted to challenge expectations of what high-performance wear can look like and how it is often overpriced. We wanted to showcase performance activewear designed to rival specialist sports brands – without the premium price tag.”
Nikki Lindman, creative director at VCCP said: “Are you even working out if you’re not in a 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.”
A good mix of style and content. Three years into the relationship, VCCP and Primark are well into their stride.
MAA creative scale: 7
