Primark has presented “The Great Escape”, the first fully integrated advertising campaign that the company develops in Spain. The initiative serves to launch its new summer collection and represents a relevant step within the brand’s marketing strategy in the Spanish market, also coinciding with the celebration of its 20 years of activity in our country.
The campaign has been created by the VCCP agency
It is the adaptation of a global campaign, created by the VCCP agency under the original title “The Get Away”, and is part of the “That’s So Primark” platform with which the company seeks to reinforce its positioning around fashion, quality and affordable prices. On this occasion, Primark conveys that message through a cinematographic narrative inspired by robbery and chase films, combining smoke and entertainment codes.
The audiovisual piece, directed by Tom Green for the production company Stink Films, follows three friends during a summer getaway marked by adrenaline. The protagonists infiltrate an exclusive private club wearing Primark outfits and, after being discovered, they star in an escape that recreates scenes typical of robbery movies: chases, alleys, luxury hotels or getaway cars. The ending breaks the tension when the janitor simply returns one of the bags forgotten during the race. All of this to reinforce a central idea: finding sophisticated fashion at low prices can almost feel like “getting away with something.”
The campaign focuses on eight main looks from the new summer collection, including long striped dresses, embroidered sets, cotton garments and accessories inspired by summer destinations. According to the company, the objective is to demonstrate that it is possible to access proposals aligned with current trends without increasing spending, both for those who travel and for those who remain in the city during the summer.
Primark has also relied on the work of the creative studio Girl&Bear, in charge of supervising the strategic and creative development, production and post-production of audiovisual, photographic and digital content. For its part, Social Chain has led social media management and Publicis Groupe has led media planning. Thus, the campaign will be activated on television, connected TV, YouTube, TikTok and premium outdoor advertising, including large-format digital screens, buses and metro stations in different Spanish cities. The strategy also includes insertions in top-rated programs such as “El Hormiguero” or “La Isla de las Tentaciones”.
“With “La Gran Escapadaa” we wanted to highlight our summer essence, presenting avant-garde garments designed to compete with the most coveted looks from conventional stores, but without the high price,” Wendy Duggan, Marketing Director at Primark, said in a statement. “This campaign celebrates that joy that comes from finding a look you love at an incredible price, all wrapped in a playful and cinematic world, full of humor and fun.”
For her part, Belén Peralba, Senior Marketing Manager at Primark Iberia, has highlighted the strategic nature of the launch for the company in Spain. “The campaign represents an important milestone for Primark in Spain, as it reinforces our positioning in the country’s retail sector and represents an even greater commitment to the market and our customers,” has commented. “We wanted to create a campaign that truly reflects the way our customers experience summer: embracing spontaneity, travel, personal expression and style, while still shopping smart and enjoying quality fashion at the best price.”
The launch also occurs in a context of expansion for Primark in the Spanish market. The company currently has 67 stores and more than 10,200 employees in Spain, and recently announced an investment plan of 40 million euros aimed at new openings, renovation of establishments and reinforcement of its marketing and loyalty initiatives.
