Primark changes the game
The UK fashion brand unveils its new activewear collection with a playful campaign poking fun at the overly serious world of sportswear ads.
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Credits
View on- Agency VCCP/London
- Production Company Biscuit Filmworks/UK
- Director Andreas Nilsson
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Credits
View on- Agency VCCP/London
- Production Company Biscuit Filmworks/UK
- Director Andreas Nilsson
- Production Agency Girl&Bear (In-House at VCCP/London)
- Editing The Quarry
- Post Production/Color Selected Works
- Sound 750mph
- Music DLMDD
- Creative Director Nikki Lindman
- Creative Jake Wiseman
- Creative James Ginn
- Senior Producer Diana Turchi
- Producer Edmund Thorn
- Executive Producer Rupert Reynolds-MacLean
- Producer Peter Knowles
- DP Lasse Frank
- Editor Ben Campbell
- Executive Post Producer Alex Fitzgerald
- Post Producer Solomon Tiigah
- Colorist Hannibal Lang
- Executive Audio Producer Olivia Ray
- Senior Audio Producer Chloe Hughes / Producer
- Head of Audio Production Rachel Saxon
- Sound Engineer Sam Ashwell
- Sound Engineer Giselle Hall
- Music Supervisor Sascha Darroch-Davies
- Music Supervisor Rob Shone
- Composer/Arranger James Joshua Otto
- Casting Director Kirsten Troy
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency VCCP/London
- Production Company Biscuit Filmworks/UK
- Director Andreas Nilsson
- Production Agency Girl&Bear (In-House at VCCP/London)
- Editing The Quarry
- Post Production/Color Selected Works
- Sound 750mph
- Music DLMDD
- Creative Director Nikki Lindman
- Creative Jake Wiseman
- Creative James Ginn
- Senior Producer Diana Turchi
- Producer Edmund Thorn
- Executive Producer Rupert Reynolds-MacLean
- Producer Peter Knowles
- DP Lasse Frank
- Editor Ben Campbell
- Executive Post Producer Alex Fitzgerald
- Post Producer Solomon Tiigah
- Colorist Hannibal Lang
- Executive Audio Producer Olivia Ray
- Senior Audio Producer Chloe Hughes / Producer
- Head of Audio Production Rachel Saxon
- Sound Engineer Sam Ashwell
- Sound Engineer Giselle Hall
- Music Supervisor Sascha Darroch-Davies
- Music Supervisor Rob Shone
- Composer/Arranger James Joshua Otto
- Casting Director Kirsten Troy
With the help of global creative agency of record VCCP, UK fashion retailer Primark launches its new activewear collection with this cheeky initiative, That’s Kinda Game-Changing, which satirises the overly serious world of sports ads.
Directed by Andreas Nilsson through Biscuit Filmworks alongside Girl&Bear, the 30” spot is set in a brutalist concrete backdrop and soundtracked by a violin cover of Benny Bonasi’s Satisfaction.
The film starts off in monochrome, leaning into the usual tropes of sportswear advertising with artistic shots, silhouetted figures and a try-hard male voiceover, until the rug is pulled when a group of women impatiently shush the narrator before starting their spin class, and shoot a knowing smirk towards the camera.
