Primark has released its second-ever UK TV advert to celebrate the launch of its ‘Shockingly Chic’ spring campaign.

The 30-second tongue-in-cheek spot aims to bring to life the ‘double-take moment’ when shoppers find a new wardrobe item that looks chic and stylish but is low price.

The campaign features 10 head-to-toe looks, including 100% linen paper-pleat cocoon trousers and a satin dress. Prices from the collection start from £12.

Shockingly Chic will run across TV, VOD, audio, out-of-home, in-store and digital channels, while the spring collection is now available in-stores globally and via click and collect.

It marks Primark’s second-ever fully integrated brand campaign, following the launch of its debut UK TV advert in September, to showcase its new denim collection.

Primark womenswear trading director Mary Lucas said: “We’ve always believed everyone deserves to look and feel good without paying more, and with our latest campaign we’re tapping into that magic moment of seeing such chic fashion at such ‘shockingly’ affordable prices.

“We want women to rethink what affordable, great quality fashion can look and feel like.

“Whether it’s 100% linen tailoring, our statement satin slip dress or refined everyday staples, we want everyone to feel confident, stylish and even shocked by the elevated quality they’ll find in Primark this spring.”

Director of marketing Wendy Duggan added: “Shockingly Chic is all about us putting our style credentials front and centre, using bold storytelling and high-impact media to reach more shoppers on the UK high street. 

“We want people to think again that they need to spend more to get stylish and quality fashion this spring and this campaign looks to challenge those perceptions head on in our own way full of humour and fun. 

“It follows on from our first integrated brand campaign ‘In Denim We Can’ and marks another important step in how we show up as a fashion brand that delivers unbeatable value.”

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