BMW’s Spider-Man Dashboard Ads Spark Backlash
When BMW announced a global partnership with Spider-Man: Brand New Day, the company expected to celebrate the launch of one of the year's biggest films. Instead, the campaign has become the center of an unexpected debate over whether advertisements belong inside vehicles people already own.
The collaboration extends beyond traditional movie marketing. BMW vehicles play a visible role in the new Spider-Man film, with the upcoming BMW iX3 from the Neue Klasse lineup and the BMW 5 Series integrated into the story rather than appearing as simple product placements. BMW also created a one-off concept vehicle, the BMW iX3 Flow – Spider-Man Brand New Day, featuring a color-changing exterior inspired by the superhero.
Owners of compatible BMW models built after July 2020 have started seeing a startup banner on their infotainment display inviting them to experience a Spider-Man animation. Selecting the banner launches a full-screen sequence featuring music, themed visuals, and synchronized ambient lighting. The promotion is available in more than 70 countries between July 27 and August 10 through BMW's connected software platform.
BMW describes the feature as a limited-time themed experience rather than traditional advertising. The company says it uses the same system that has previously delivered holiday animations and seasonal messages to customers. From BMW's perspective, the Spider-Man campaign is another way to connect entertainment with its latest vehicle technology.
Soon after the promotion appeared, social media and online forums filled with complaints from owners who argued that a vehicle's dashboard should not become advertising space. Critics pointed out that they had already paid a premium for their cars and questioned why commercial content was appearing on screens used for navigation, vehicle settings, and driving information. Others joked that cars now need ad blockers just like web browsers.
The backlash has also revived comments made by BMW executives in recent years. In 2023, company representatives suggested that the cabin should remain a private space rather than a place for third-party advertisements. While BMW maintains that the Spider-Man animation is optional and part of a special event, many owners believe the campaign crosses a line by introducing promotional content directly into their vehicles.
For more industry updates, visit our automotive news section.