For the latest iteration of the ‘It's ok… I’m with the AA!’campaign, the AA has teamed up with Spider-Man for a cinematic spot.

Launching with Sony Pictures to celebrate the release of Spider-Man: Brand New Day, the campaign from The Gate and Digital Cinema Media puts a superhero-themed twist on the AA’s existing brand platform.

A campaign film shows that AA drivers can have confidence no matter what happens to them in their driving lives. When damage is caused to a car by a super-villain, Spider-Man swings down to help. Unbothered by the scene, the car owner tells Spider-Man not to worry with the signature campaign line: “It’s ok… I’m with the AA.”

Alongside the AA’s lead agency, The Gate, the campaign was developed with DCM Studios, the creative arm of Digital Cinema Media, to create an ad perfect for cinema. With Common People Films, the big-screen spot brings the AA brand into the world of Spider-Man.

The spot features both the real Spider-Man suit and stunt double. It was shot with high cinematic production values to echo the look and feel of the movie.

Alongside the hero film, the AA will partner with Spider-Man throughout the summer through competitions, social media activity and Spider-Man-themed travel advice. 

The AA has adapted its usual ‘FLOWER: Fuel, lights, water, electrics, rubber’ vehicle checks into ‘SPIDER’: Screenwash and system fluids, Power, including fuel, EV charge and route planning, Illumination, including lights and visibility, Dipstick, including oil checks, Electrics, including battery and electrical systems, R – Rubber, including tyres, pressure, tread and visible damage.

“Spider-Man is famous for coming to the rescue when people need help most — and that is something AA patrols do every day for drivers across the UK,” says Edmund King, AA President. 

He continued: “Switching our FLOWER car checks for SPIDER is a fun way to help remind drivers that a few simple checks before they set off can make a real difference to their journey. This has been a fantastic campaign to bring to life, combining the AA’s trusted motoring advice with one of the world’s most recognisable superheroes.” 

The campaign will run alongside the release of Spider-Man: Brand New Day, in cinemas from 29 July.

Media planning from 7stars spans print, paid social, and a large out-of-home takeover across the 14 sites of the Waterloo Gallery.

Tapping into the summer blockbuster season, the cinematic iteration of ‘It’s ok… I’m with the AA’ captures the imaginations of superhero fans.