Sony Pictures' 'Spider-Man™: Brand New Day' Swings In With The AA to Help Drivers Get Summer Road Trip Ready

• The AA is launching a summer collaboration with Sony Pictures’ Spider-Man: Brand New Day, which is exclusively in cinemas from 29 July

• AA data shows many drivers fail to carry out basic car checks before long summer journeys

• The campaign will include a special cinema advert, member competitions and summer travel advice for drivers

• The through-the-line campaign has been developed by The AA’s lead creative agency The Gate, with the7stars brokering the strategic cinema collaboration with Digital Cinema Media and DCM Studios leading production of the cinema advert

The AA is teaming up with Sony Pictures’ Spider-Man: Brand New Day, only in cinemas from 29 July, launching a summer campaign designed to bring superhero excitement to drivers, families and film fans across the UK.

The collaboration will include a special AA cinema advert running this summer, alongside competitions for new and existing AA members, social media activity and seasonal travel advice to help drivers prepare for summer journeys.

The campaign launches as many families and drivers prepare for holidays, days out and longer car journeys across the UK.

As part of the campaign, the AA will adapt its usual FLOWER (fuel, lights, oil, water, electrics, rubber) vehicle checks into SPIDER checks for summer journeys:

• S – Screenwash and system fluids
• P – Power, including fuel, EV charge and route planning
• I – Illumination, including lights and visibility
• D – Dipstick, including oil checks
• E – Electrics, including battery and electrical systems
• R – Rubber, including tyres, pressure, tread and visible damage

AA/Yonder* data shows many drivers do not carry out these checks before going on a long summer journey, despite 69% saying they are planning to drive to a UK destination for a holiday this year.

More than a sixth (17%) do not fill up with a tank of fuel; 22% do not check their tyre pressure, age or condition; 38% do not check oil levels; 49% do not check coolant levels and 58% do not check their lights are working.

Competitions

To celebrate the collaboration, from 1 July to 15 July, people who buy AA breakdown membership will be entered into a competition to win a trip for four to Toronto, Canada. Existing AA members will also have the chance to enter a separate competition to win a Sony gadget pack**. Further competitions will run across AA social media channels with the chance to win Spider-Man: Brand New Day merchandise.

The collaboration comes as excitement builds around Sony Pictures’ Spider-Man: Brand New Day, which is released only in cinemas from 29 July.

Edmund King, AA President, said: “Summer is one of the busiest times of year on the roads, with millions of drivers setting off for holidays, days out and family visits.

“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. 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. Working with our agency partners and Sony Pictures, we have created a campaign that is designed to engage drivers, families and film fans across multiple channels throughout the summer.”

The Campaign

The AA is teaming up with Sony Pictures’ Spider-Man: Brand New Day, launching a summer campaign designed to bring superhero excitement to drivers, families and film fans across the UK.

This latest evolution of The AA’s “It’s OK” platform brings to life the confidence AA members feel, no matter what they face in their daily driving lives. Even if it’s damage caused by super-villains, The AA keeps families’ driving lives on track. The AA's lead creative agency, The Gate, developed bold executions bringing together the iconic visual worlds of both brands.

This came to life across a multi-channel plan from media shop the7stars spanning print, paid social, and a large out-of-home takeover across the 14 sites of the Waterloo Gallery.

Alongside this, the7stars brokered a strategic cinema collaboration with Digital Cinema Media for a high-impact cinema spot, making The AA an unmissable part of this cultural moment during the height of summer.

DCM Studios, the creative arm of Digital Cinema Media, led creative development and production of the AA’s cinema advert, working with Common People Films to create a humorous big-screen spot that places an AA member in the middle of a Spider-Man-style action scene and was shot with high cinematic production values, including a camera system and anamorphic lens approach designed to echo the look and feel of Sony Pictures’ Spider-Man: Brand New Day. The result is a cinema-first campaign created to feel at home alongside one of the summer’s biggest film releases.

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

Lucas Peon, Chief Creative Officer at The Gate, said: “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.”

Charlotte Dickson, Content and Partnerships Lead at the 7stars, said: 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.”

Jeremy Kolesar, Head of Creative at DCM Studios, said: “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.”

Sony Pictures’ Spider-Man: Brand New Day is released only in cinemas from 29 July.

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** Yonder received 10, 661 responses from AA members to its online poll between 18th and 24th June 2026. Yonder is a member of the British Polling Council and abides by its rules.

** SONY gadget pack: 1x SONY BRAVIA 43” LED 4K HDR Smart TV 1x SONY Soundbar with Bluetooth