Chrissie Swan pays homage to bygone eras for Priceline’s 40th birthday

Priceline has released a new campaign to celebrate its 40th birthday via Whippet, featuring Chrissie Swan.

Swan has been in numerous Priceline advertisements, starting back in 2019 when she joined as an ambassador for the pharmacy chain. She has since starred in its 2020 Christmas campaign and the Festival of You campaign.

In the 30-second spot, Swan struts down a road, changing outfits that are homages to different eras and personalities. From a flouro aerobics outfit, to a Madonna-inspired look, to an all pink tracksuit outfit similar to those worn by Paris Hilton, Swan then enters a Priceline pharmacy to enquire about makeup remover.

Priceline head of marketing Gabrielle Tully said: “There’s not too many pharmacy retailers in Australia that can boast 40 years of trade; and certainly none that can do it with the uniquely pink flair of Priceline Pharmacy. For our 40th, we wanted to reflect on how we have been there for our customers through the big life milestones, the small everyday moments, and of course, every questionable beauty trend along the way (bowl cut, anyone?).”

Whippet’s executive creative director Tod O’Reilly commented: “I think this 40th birthday campaign may just be the most fun Whippet and Priceline have had so far. The shoot was a blast, with Chrissie recounting her favourite looks from her teens through to now. She swears she never really had a goth stage, but I’m not so convinced. The Priceline brand has come a long way, and Whippet is proud to have played our part in that.”

Priceline’s 40th birthday campaign is running across TV, out-of-home (OOH), digital, social and in 470+ stores across the country. The campaign will be amplified experientially through’80s style pop up activations and a VR pass-the-parcel competition led by Banter.


Client – Priceline Pharmacy

Head of Marketing – Gabrielle Tully

Senior Manager – Brand & Magic – Sophie Genovesi

Creative Agency – Whippet

Executive Creative Director – Tod O’Reilly

Creative Group Head – Rebecca Williams

Senior Copywriters – Matt O’Grady, Oliver Ward

Senior Account Directors – Lucy Yeo, Catheryn York

Production Company – Two Tractors

Director – Grantley Smith

DOP – Simon Walsh

Media – PhD Melbourne


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