BMW Owners Furious After ‘Spider-Man: Brand New Day’ Ads Appear Inside Cars

BMW is facing significant backlash from its customers after drivers discovered advertisements for ‘Spider-Man: Brand New Day’ appearing on their vehicle screens. This promotion, developed through a collaboration between BMW and Sony-Marvel, has ignited discussions on whether automakers should utilize in-car displays for external advertising.

Reports indicate that the ads began showing up on newer BMW models last week, with some owners expressing shock at encountering a movie promotion when starting vehicles that can cost over $100,000. According to BMW’s announcement, the ‘Spider-Man: Brand New Day’ campaign was intended as a “special surprise” for drivers, scheduled to run until August 10.

However, many BMW owners did not perceive it as an enjoyable surprise. Instead, numerous individuals took to Reddit and other online platforms to voice their frustrations about advertisements appearing in what they consider a personal space.

Comments from BMW forums included reactions like “That’s some absolute bullshit,” “Insanely dystopian,” and “$130K to get a Spider-Man commercial.” One user likened the situation to a “Black Mirror episode,” while others questioned whether luxury car owners should have to endure ads after investing substantial amounts in their vehicles.

The promotion operates by displaying a banner when the car is turned on. Drivers can click on the banner to view the full video, meaning the ad does not play automatically. Still, some owners argue that the issue extends beyond the advertisement itself; it raises concerns about car screens becoming another avenue for companies to market their products.

One BMW owner on Reddit articulated the concern, stating that the company has gradually increased the amount of promotional content shown on vehicle screens. “They started off with mostly just celebratory videos, which slowly became ads about their own products, and now they feel confident enough to move on to third-party ads,” the user wrote.

The owner further argued that modern cars make drivers reliant on their built-in screens, as many basic controls are now managed digitally. “With the screen controlling almost every feature of the car, you’re essentially forced to watch the ad before you can interact with your own property,” they added.

Some users drew parallels between BMW’s decision and Apple’s controversial 2014 move to automatically add a U2 album to millions of customers’ music libraries. That promotion faced widespread criticism as many users felt content had been imposed on their devices without consent.

The ‘Spider-Man’ campaign is particularly intriguing because the relationship between BMW and the film is reciprocal. In ‘Spider-Man: Brand New Day’, Tom Holland’s Peter Parker utilizes a BMW in one scene, showcasing the vehicle’s Sport Mode feature. While product placement in films is common, with brands often paying to have their cars featured, some BMW customers feel this new campaign reverses that dynamic by introducing movie advertising directly into their vehicles.

According to TechSpot, BMW had previously indicated that it did not intend to use vehicle displays as traditional advertising space. During an industry discussion in December 2023, BMW senior vice president Stephan Durach reportedly stated, “To say I’m selling the screen to play a commercial — I don’t see it. It’s a private space.”

BMW has yet to publicly address the criticism surrounding the ‘Spider-Man’ promotion. For now, this debate underscores a broader question facing car manufacturers as vehicles become increasingly connected: where should companies draw the line between useful digital features and intrusive advertising?

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