The AA taps into superheroes with Spider-Man tie-up

The AA is jumping aboard the new Spiderman movie to show no matter what members face, even if its damage caused by super-villains, the AA keeps families’ driving lives on track.

The latest iteration of The AA’s “It’s OK” platform has seen the organisation team up with Sony Pictures’ Spider-Man: Brand New Day, for a through-the-line summer campaign, devised by The Gate, with the7stars brokering a strategic cinema collaboration with Digital Cinema Media.

DCM Studios, the creative arm of Digital Cinema Media, led creative development and production of the ad, working with Common People Films to create the big-screen spot that was shot with high cinematic production values, including a camera system and anamorphic lens approach designed to echo the look and feel of the movie.

The ad opens with a father and son eating in a restaurant, when a news flash comes on the TV that Spiderman is in pursuit of an arch-villain. Suddenly there is a loud explosion outside and the dad realises that the action is happening right where they are eating. As he goes out, he sees that his car has been wrecked in the chase, however, as “Spidey” comes into the shot, he says, “Wait. It’s OK. I’m with the AA”.

Alongside this, a through-the-line campaign developed by The Gate, features bold executions, bringing together the visual worlds of both brands across print, paid social, and a large out-of-home takeover across the 14 sites of the Waterloo Gallery.

The AA head of brand Ria Purser said: “I’m 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.”

The7stars content and partnerships lead Charlotte Dickson added: “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.”