BMW drivers slam unexpected 'Spider-Man: Brand New Day' ads in their cars

BMW owners have voiced frustration after promotional advertisements for Spider-Man: Brand New Day began appearing on the dashboards of newer BMW vehicles as part of a marketing partnership between the automaker and Sony-Marvel.

The campaign, which launched last week and is scheduled to run until August 10, displays a banner promoting the blockbuster film when drivers start their vehicles. Users can choose to click the notification to watch a longer promotional video. However, the unexpected in-car advertising has sparked widespread criticism across social media platforms, particularly on Reddit’s BMW community forums.

Many owners described the campaign as intrusive, arguing that premium vehicles should remain free from third-party advertisements. Some users labelled the move "dystopian," while others questioned why owners of luxury vehicles, some priced at more than $160,000, were being shown marketing content inside their cars.

Several commenters claimed BMW had gradually increased promotional content on its infotainment system, beginning with company announcements before expanding to advertisements for BMW products and now third-party campaigns. Critics also argued that because the central touchscreen controls many essential vehicle functions, drivers are forced to dismiss the advertisement before accessing their car's features.

The controversy has also revived discussion about comments reportedly made by a BMW executive in 2023, when the company suggested it had no plans to sell advertising space on vehicle dashboards, describing the display as a "private space."

The campaign also extends into the film itself, with Spider-Man: Brand New Day featuring BMW product placement during one scene involving Tom Holland's Peter Parker.

BMW has not publicly responded to the online backlash surrounding the dashboard advertisements.