Drawing from the bonus level scene from Street Fighter 2, the campaign sees Street Fighter’s Ken and Ryu destroying an unlucky civilian’s car with their signature martial arts moves. But, thanks to The AA, the innocent man doesn’t seem too concerned about his vehicle.

Born Licensing were brought on board to help with the extensive process of acquiring assets, managing creative approvals, and negotiating commercial terms with Capcom.

DOOH and social media assets by The Gate Worldwide have been distributed in major cities in the UK, with high-impact full-motion sites in London, Manchester, Liverpool, Reading, Nottingham, as well as across Instagram, Facebook, TikTok and Twitter.

“Incorporating a popular franchise like Street Fighter into a campaign allows brands to tap into a high level of pre-awareness as there is an existing fanbase who already love the IP,” said David Born, Founder and CEO of Born Licensing.

“Using assets from the classic 1991 game Street Fighter 2 creates a strong sense of nostalgia, which has undeniably proven to be a successful tactic across advertising.”

Lucas Peon, Chief Creative Officer of The Gate, added: “We wanted our campaign to extend in a way that would really resonate with people, so partnering with Street Fighter allowed us to take our campaign to the next level and show AA members they can be confident no matter what happens.”

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