The AA Features ‘Street Fighter’ in Campaign

U.K.’s driving services business, The AA, has launched a new campaign featuring “Street Fighter,” after the release of “Street Fighter 6” in June. Drawing inspiration from the bonus level scene from “Street Fighter 2,” the campaign sees characters, Ken and Ryu, from “Street Fighter” destroying an unlucky civilian’s car with their signature martial arts moves. However, thanks to The AA, the innocent man doesn’t seem too concerned about his vehicle. 

To assist the next phase of The AA’s integrated marketing campaign, Born Licensing managed the entire character licensing process of “Street Fighter” from start to finish. The agency was brought on board to help with the extensive process of acquiring assets, managing creative approvals and negotiating commercial terms with Capcom.  

“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,” says David Born, founder, chief executive officer, 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.”