The AA Brings Spider-Man Energy to UK Roads
The AA has launched a new campaign with Sony Pictures' Spider-Man: Brand New Day, connecting its familiar roadside reassurance with one of the summer's biggest cinema moments.
The campaign is the latest evolution of The AA's “It's OK” platform, showing that members can feel confident no matter what happens on the road, even when the problem looks like it came from a superhero movie.
Roadside Confidence Meets Superhero Chaos
Created by The Gate, the work brings together the visual worlds of The AA and Spider-Man.
The idea is simple: whether drivers face a flat tyre, a breakdown or damage caused by super-villains, The AA is there to keep family journeys moving.
A Multi-Channel Summer Push
The campaign runs across print, paid social, cinema and a major out-of-home activation.
Media agency the7stars planned the campaign, including a large OOH takeover across the 14 sites of the Waterloo Gallery.
The outdoor presence gives the partnership high visibility in a busy public environment, reaching commuters, families and entertainment audiences during the summer season.
Cinema Extends the Story
The campaign also includes a high-impact cinema spot developed by DCM Studios, the creative arm of Digital Cinema Media.
Produced with Common People Films, the advert places an AA member inside a Spider-Man-style action scene, using cinematic production values to make the campaign feel at home alongside the film release.
Why the Campaign Works
- It connects with culture: Spider-Man gives The AA a familiar entertainment hook.
- It stays close to the brand: The message remains focused on confidence, help and reassurance.
- It uses OOH for scale: The Waterloo Gallery takeover creates strong visibility in a high-traffic location.
- It reaches families: The partnership naturally connects with drivers, parents and younger audiences.
- It extends across channels: OOH, cinema, print and social work together around the same idea.
The OOH Lesson
Entertainment partnerships work best when they do more than borrow a famous character.
In this case, The AA uses Spider-Man's world to dramatize a simple brand promise: when something unexpected happens, help is close by.
The OOH takeover helps make that promise visible in the real world, while cinema adds the scale and emotion of the film environment.
Bottom Line
The AA's Spider-Man campaign shows how a brand can join a major cultural moment while still communicating a clear service benefit.
By combining superhero visuals with everyday driving reassurance, the campaign makes roadside assistance feel more memorable, timely and entertaining.
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