Primark is stepping into autumn with a powerful statement. The retailer has unveiled its latest campaign, “In Denim We Can,” created in collaboration with global creative agency VCCP and directed by Grammy Award-winning filmmaker Nadia Marquard Otzen through Academy Films. The launch marks the first major expression of the brand’s new UK platform, That’s So Primark, and includes Primark’s first-ever UK television commercial.
The campaign positions Primark as a destination for stylish yet affordable denim, with pieces in its Autumn/Winter 2025 collection starting at £12. Built around the idea that the perfect pair of jeans can transform both confidence and mood, the initiative highlights how denim can empower women to feel strong, free, and self-assured without paying premium prices.
The flagship TV spot is a dance-led film choreographed by renowned movement director Ryan Heffington, set to I Heard It Through the Grapevine by iconic 1970s punk band The Slits. The ad features women in Primark denim moving through their daily routines—waking up, getting dressed, and walking through the city—with energy and charisma.
Beyond the screen, Primark has extended the campaign with immersive outdoor experiences in partnership with the Royal Horticultural Society (RHS). Across five RHS gardens, visitors can discover floral installations, interactive billboards, themed props, and even a Joyce-inspired tearoom that ties into the narrative of The Thursday Murder Club, reinforcing the brand’s strategy of aligning with cultural touchpoints that resonate with audiences over 45.
The campaign also serves to promote the expansion of Primark’s Click & Collect service across the UK. According to Wendy Duggan, marketing director at Primark, the initiative arrives at the right time: “At a time when value matters more than ever to shoppers, we’re more confident than ever in what Primark offers—great style, quality and affordability. We’ve raised the bar on our denim and are launching our best denim collection yet, so now felt like the right moment to go bigger, both creatively and in media.”
With In Denim We Can, Primark isn’t just selling jeans—it’s telling a story of identity, empowerment, and cultural relevance, weaving together fashion, community, and self-expression.
