In a bold new campaign that roars to life across the streets of London, The AA is proving that UK drivers are ready for anything the road—and imagination—might throw at them. In partnership with Jurassic World Rebirth, the action-packed film from Universal Pictures and Amblin Entertainment, The AA has launched a dynamic Out of Home (OOH) campaign that fuses adrenaline-pumping cinema with the trusted reassurance of roadside assistance.
Timed to coincide with the movie’s release in UK cinemas on 2nd July 2025, the campaign features some of Jurassic World’s most iconic dinosaurs—like the towering Titanosaurus and the ferocious T.rex—reimagined in surprising and humorous contexts to highlight The AA’s services, including breakdown cover, accident claims, and insurance.
The campaign kicked off with a digital OOH launch, followed by the unveiling of an impressive special build installation near the London Eye on 28th June. Created by the communications agency The Gate London, with media strategy by the7stars and build by New Substance, the installation immediately captivated thousands of passers-by over the weekend.
“The idea was to showcase The AA’s reliability in the face of even the most unpredictable situations,” explained Lucas Peon, Chief Creative Officer at The Gate. “A dinosaur may not be a likely road hazard, but it’s a fun, cultural metaphor for unexpected challenges on the road. The campaign is bold, clear, and unmistakably AA.”
Ria Purser, Head of Brand Marketing at The AA, emphasized how the collaboration aligns with the brand’s ongoing platform: It’s OK, I’m with The AA. “This partnership brings to life the trust and confidence we offer drivers. It’s fun, striking, and tailored perfectly for our core family audience.”
Founded in 1905, The AA has built its reputation on supporting motorists through every twist and turn. By partnering with a cinematic franchise as universally beloved as Jurassic World, the brand refreshes its image while remaining rooted in its core mission: helping drivers, no matter what lies ahead.
Jurassic World Rebirth opens in cinemas across the UK on 2nd July, promising thrills on-screen—while The AA promises safety on the road.
