IN DENIM

WE CAN

That feeling when you put on decent denim is unmatched. You’re ready to take on anything.

Hence the inspiration behind the UK’s first ever (yes) Primark ad. Directed by Nadia at Academy and choreographed by the infamous Ryan Heffington.

He had some excellent Hollywood stories.

APA Shortlist 2026

Creative Salon / Work of The Week

Best Use of Social Media for Fashion | UK Social Media Awards / In Denim We Can

Shots / Creative Review / LBB / Adweek

Green Flag_Nothing Beats Near

A woman wearing wide leg jeans and a sleeveless top poses with her arm extended in an elevator. The image features graphic blue concentric circles and text promoting Primark's wide leg jeans for 18 pounds.

A city street scene with a double-decker bus featuring billboard-style advertisement graphics promoting Primark clothing. The bus displays models wearing jeans and a yellow dress with text detailing prices. Surrounding the bus are cars and other urban infrastructure, including an overpass and modern buildings.

A woman standing on an escalator inside a modern building, wearing a brown jacket and wide-leg jeans, with blue graphic lines and white text promoting Primark's wide leg jeans for £20.

Digital advertisement for Primark featuring a woman in blue jeans and a denim jacket, with text indicating a price of £16, inside an airport terminal.

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