Quick insight: The AA has partnered with Sony Pictures' Spider-Man: Brand New Day to launch a superhero-inspired campaign that combines outdoor advertising, cinema, print, and digital media, proving that even in the middle of superhero chaos, The AA keeps drivers moving.
When Roadside Assistance Meets A Superhero
The AA has teamed up with Sony Pictures to celebrate the release of Spider-Man: Brand New Day with a summer campaign built around its brand platform, "It's OK".
The creative idea imagines everyday drivers caught in dramatic superhero situations while reinforcing a simple promise: no matter what happens on the road—even if it involves a supervillain—The AA is always there to help.
The campaign was developed by The Gate, combining the recognizable worlds of Spider-Man and The AA into a bold visual identity that feels both cinematic and relatable.
A Major Waterloo Gallery Takeover
Media agency the7stars rolled out the campaign across multiple channels, including print, paid social media, and one of its most eye-catching executions: a complete takeover of all 14 advertising sites at Waterloo Gallery.
The large-format outdoor installation ensures maximum visibility during the busy summer season while connecting with commuters and families heading on holiday.
Bringing Hollywood To The Big Screen
Beyond outdoor advertising, The AA expanded the partnership through a strategic collaboration with Digital Cinema Media (DCM).
DCM Studios, together with Common People Films, produced a cinematic commercial that places an AA member in the middle of an action sequence inspired by Spider-Man. The production used premium camera systems and anamorphic lenses to replicate the visual style of Sony Pictures' latest blockbuster.
The result is a cinema-first commercial designed to feel like a natural extension of the movie experience before audiences even see the film.
Why The Campaign Works
- Connects a trusted service brand with one of the world's biggest entertainment franchises.
- Uses a large-scale Waterloo Gallery takeover to maximize visibility.
- Creates consistency across outdoor, cinema, print, and digital channels.
- Transforms a functional roadside assistance message into an entertaining story.
- Engages families and younger audiences through an iconic cultural property.
Key Takeaways For Marketers
- Entertainment partnerships can increase relevance without losing brand purpose.
- OOH becomes even more effective when integrated with cinema and digital media.
- Storytelling helps service brands create stronger emotional connections.
- Large-format outdoor advertising remains a powerful way to dominate cultural moments.
- Integrated campaigns deliver greater impact when every touchpoint shares the same narrative.
Final Thought
The AA demonstrates that outdoor advertising can do more than capture attention—it can become part of a broader entertainment experience.
By combining a Waterloo Gallery takeover with a cinematic campaign inspired by Spider-Man: Brand New Day, the brand transforms everyday roadside assistance into a memorable story that resonates with families, moviegoers, and drivers alike.
Frequently Asked Questions
It is a partnership between The AA and Sony Pictures promoting Spider-Man: Brand New Day through outdoor advertising, cinema, print, and social media.
The creative campaign was developed by The Gate, while media planning was handled by the7stars.
The campaign included a complete takeover across the 14 sites of London's Waterloo Gallery.
Digital Cinema Media produced a cinematic commercial designed to match the visual style of Spider-Man: Brand New Day and screen alongside the film.
It seamlessly combines entertainment, outdoor advertising, and storytelling to reinforce The AA's promise of confidence and roadside support.
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