Sony and The AA unite for Spider-Man promotion

The Gate developed creative across print, paid social and out-of-home, including a takeover of the 14 advertising sites at the Waterloo Gallery

The Gate has launched a campaign for The AA in partnership with Sony Pictures to promote Spider-Man: Brand New Day, combining cinema advertising, outdoor media and social activity ahead of the film's UK release.

The campaign extends The AA's It's OK brand platform and is designed to connect with families and motorists during the summer travel period. Spider-Man: Brand New Day will be released exclusively in cinemas from 29 July.

Cinema campaign brings superhero action to motorists

The campaign includes a cinema advert developed through a collaboration brokered by the7stars with Digital Cinema Media. DCM Studios led the creative development and production, working with Common People Films to create a spot featuring an AA member caught in the middle of a Spider-Man-style action sequence.

The advert was produced using cinematic techniques inspired by the visual style of Spider-Man: Brand New Day. Alongside the cinema campaign, The Gate developed creative across print, paid social and out-of-home, including a takeover of the 14 advertising sites at the Waterloo Gallery.

Agencies collaborate on campaign rollout

Ria Purser, Head of Brand, The AA: "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."

Charlotte Dickson, Content and Partnerships Lead, the7stars: "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."

Partnership supports summer film release

Jeremy Kolesar, Head of Creative, DCM Studios: "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."

Lucas Peon, Chief Creative Officer, The Gate: "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."

The campaign also includes member competitions and travel advice designed to support drivers during the summer holiday season.

www.sonypictures.com

www.theaa.com

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