BMW’s In-Car Spider-Man Ad Raises Eyebrows as Unwelcome Distraction

When a high-end car manufacturer like BMW teases a “special surprise” for its drivers, you’d expect something truly luxurious, not a movie ad projected onto the dashboard. Yet, that’s exactly what many BMW owners are experiencing, as they’re greeted with banner ads for Spider-Man: Brand New Day on their Control Display when they start their vehicles.

In a statement, BMW confirmed the ads are indeed real and part of “a broader brand partnership” with the new Marvel film. The company also noted that these ads will run from July 27th to August 10th, and they’re quite widespread:

> “These festive animations will be available in more than 70 countries worldwide for vehicles equipped with the relevant optional equipment and BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X, as well as a production date after 7/2020.”

Tapping on the ad brings up a full-screen animation of Spider-Man swinging around BMW’s iX3 electric SUV, complete with music and even a “light show” if your car features ambient lighting. If you don’t want to watch the ad right away, it can be saved to the infotainment display for later viewing.

While the animation doesn’t play automatically, many BMW owners are understandably frustrated about ads being pushed into vehicles they’ve purchased, especially since BMW Group’s Senior VP, Stephan Durach, previously stated the company wouldn’t engage in such practices. Although BMW has released seasonal display animations for occasions like Halloween and Christmas, calling these Spider-Man ads “festive” feels like a stretch.

We’ve seen similar tactics from Stellantis, with pop-up ads appearing in Jeep, Ram, and Chrysler displays, but it’s surprising to see a luxury brand like BMW following suit. Then again, this is the same company that attempted to charge customers a monthly fee for heated seats that were already installed, so perhaps it’s not that shocking after all.