Spiderman joins the AA's summer drive

The AA has partnered with Sony Pictures’ Spiderman: Brand New Day for a UK summer advertising campaign.

It comes as millions of motorists prepare for summer road trips and family travel across the UK.

Ria Purser, head of brand marketing, said the partnership would help The AA connect with families while promoting driver confidence.

“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,” she said.

The campaign is the latest extension of The AA’s “It’s OK” brand platform and uses Spiderman-themed creative executions to highlight the reassurance offered to members when problems arise on the road.

It will run across print, paid social media, cinema and outdoor advertising. A major out-of-home takeover will feature across all 14 sites of Waterloo Gallery in London.

The AA secured a cinema partnership with Digital Cinema Media, while DCM Studios and Common People Films produced a big-screen advert placing an AA member in the middle of a Spiderman-style action sequence.

The cinema advert has been designed to mirror the visual style of Spiderman: Brand New Day, which is due for release in UK cinemas on 29 July.

The campaign launches during a busy period for Britain’s roads. The AA recently reported that almost 95% of drivers planned to travel by car during the summer holiday season, with most journeys consisting of day trips, local travel and staycations.