Lime, on behalf of Sony Pictures UK created a fully integrated partnership between the AA and Spider-Man : Brand New Day including a bespoke 30” cinema advert featuring Spider-Man himself, dominant OOH (including a Waterloo takeover and the Outernet), press, social, influencer activation and gorgeous liveried vans patrolling the UK. Messaging showed that whatever the situation the AA are always on hand to help even if a certain super-hero is also available.
