The ‘Spider-Man’ meme: Every major brand that used it
The Spider Man' meme has moved beyond its 1967 origins to become a reliable shorthand in brand marketing campaigns. Companies see it as a low-risk way to signal in-group humor while targeting younger audiences who grew up online.
Its resurgence peaked when Sony Pictures leaned into the template during the home video release window for Spider-Man: No Way Home, turning three lead actors into living versions of the bit. That single campaign opened the door for other marketers looking for similar instant recognition.
Marvel film promotions
Official Sony accounts posted side-by-side images of Tobey Maguire, Andrew Garfield, and Tom Holland arranged in the familiar circle. The studio released behind-the-scenes footage that showed how the pose was staged on set.
Marketing teams framed the photos as proof the multiverse angle worked even outside the movie itself. Fans shared the shots immediately, extending the campaign reach without extra paid media.
The move also set a template later copied by both rival studios and completely unrelated advertisers. Once the actors participated, the meme gained mainstream legitimacy that pure internet content rarely achieves.
Liberty Mutual insurance spots
Liberty Mutual built a national television spot around its recurring characters watching Spider-Man footage. The commercial used the meme timing to push its message about customizing insurance policies.
Characters referenced super-hero abilities humorously while the brand tied the execution directly to the theatrical run of No Way Home. The placement kept the insurance message light without forcing viewers to decode an obscure joke.
By attaching itself to an already trending image, Liberty Mutual reached sports and superhero fans who might otherwise skip traditional insurance advertising. The campaign demonstrated how established mascots can borrow pop tradition without losing brand identity.
Chicago Bears social campaigns
The Chicago Bears posted multiple TikTok videos that used the pointing meme structure with players and the team mascot. Captions invited viewers to insert their own punchlines around training camp moments.
Each execution stayed short and platform-native, matching the quick consumption habits of NFL social audiences. The team avoided over-polishing the clips so they read as authentic locker-room humor.
Other sports franchises watched the engagement numbers and began testing similar low-stakes meme templates. The Bears examples showed how professional sports teams can stay culturally current without large production budgets.
Sony Pictures self-references
Sony has returned to the Spider Man' meme repeatedly for its own Spider-Man properties since the original 1967 source material.
