Primark launches second ever TV ad ‘Shockingly Chic’
Primark has unveiled its second-ever TV ad entitled 'Shockingly Chic'. This tongue-in-cheek spring campaign looks to celebrate the "double-take moment" customers face when discovering Primark's collection of "fashionable yet affordable pieces".
The ad features 10 looks that are available to buy in Primark stores globally, and via Click & Collect across Great Britain, with prices starting at £12.
The campaign will run across TV, video-on-demand (VOD), audio, out-of-home, in-store and digital channels, and follows in the footsteps of Primark's debut TV ad In Denim We Can, which launched last October.
Commenting on its debut TV ad, Matt Houston, Chief Customer and Digital Officer at Primark, said at the time that the brand had built a strong connection with its customers through its digital and social channels, and with its TV campaign it was looking to reach more people.
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Mary Lucas, Womenswear Trading Director at Primark 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.”
Wendy Duggan, Director of Marketing at Primark, 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.”
The new ad launches just a few weeks after Eoin Tonge was confirmed as Primark's Chief Executive, following his stint as Interim CEO since 31 March 2025.
According to parent company ABF, in his role Tonge would continue to focus on strengthening the company's customer proposition by "improving the product offer, sharpening value perception and enhancing digital and marketing capabilities."
In January 2026, Primark reaffirmed its trading outlook and reported revenues of £3.5 billion for the 16 weeks to 3 January 2026.
