The AA is teaming up with Sony Pictures’ Spider-Man: Brand New Day, launching a summer campaign designed to bring superhero excitement to drivers, families and film fans across the UK.
This latest evolution of The AA’s “It’s OK” platform brings to life the confidence AA members feel, no matter what they face in their daily driving lives. Even if its damage caused by super-villains, The AA keeps families’ driving lives on track.
the7stars brokered a strategic cinema collaboration with Digital Cinema Media for a high-impact cinema spot, making The AA an unmissable part of this cultural moment during the height of summer.
DCM Studios, the creative arm of Digital Cinema Media, led creative development and production of the AA’s cinema advert, working with Common People Films to create a humorous big-screen spot that places an AA member in the middle of a Spider-Man-style action scene and was shot with high cinematic production values, including a camera system and anamorphic lens approach designed to echo the look and feel of Sony Pictures’ Spider-Man: Brand New Day.
Alongside this, a through-the-line campaign developed by The AA’s lead creative agency, The Gate, featured bold executions bringing together the iconic visual worlds of both brands across print, paid social, and a large out-of-home takeover across the 14 sites of the Waterloo Gallery.
Ria Purser, Head of Brand at The AA, said: “I’m really excited to be teaming up with Sony Pictures. Spider-Man is such an iconic character. At The AA, we’re here to help people keep moving, whether that’s on the school run, a weekend adventure or any unexpected breakdown.
“What makes this collaboration particularly exciting is the opportunity to connect with families and younger audiences through a character they already know and love, while bringing our brand platform ‘It’s OK, I’m with The AA’ to life in a fresh, engaging and memorable way. It’s a collaboration that combines entertainment with purpose, and I can’t wait to see the work out there.”
Lucas Peon, Chief Creative Officer at The Gate, said:
“Spider-Man is one of the most beloved characters in cinema, so we’re excited to work with Sony Pictures on this campaign. Whether it’s a supervillain or a flat tyre, we’re always there when you need us most. It’s OK, you’re with the AA.”
Charlotte Dickson, Content and Partnerships Lead at the7stars, said:
By collaborating with Digital Cinema Media to create our cinematic, high-impact spot, we’ve grounded the superhero chaos in a real-world scenario to showcase the confidence and reassurance The AA gives its customers, in a way that’s both entertaining and culturally resonant at scale.”
Jeremy Kolesar, Head of Creative at DCM Studios, said:
“It was the perfect opportunity for The AA to align itself with one of the summer’s hottest films. Sony Pictures’ Spider-Man: Brand New Day. The quality of the cinematic advert is a testament to the incredible work delivered by the team.”
Sony Pictures’ Spider-Man: Brand New Day is released only in cinemas from 29 July.
