BMW shows Spider-Man movie ads on car dashboards, upsetting drivers
Drivers of BMW vehicles are seeing promotional ads for 'Spider-Man: Brand New Day' on their infotainment screens from July 27 to August 10. The company confirmed the campaign, but many owners are unhappy about advertising in cars they've already bought.
BMW drivers have taken to social media to complain after discovering that a promotional banner for the new Marvel film 'Spider-Man: Brand New Day' appears on their car's infotainment display when they start the vehicle. The German automaker has confirmed that the ads are genuine and are part of a broader brand partnership with the movie.
The campaign runs from July 27 through August 10. According to BMW, it is available in more than 70 countries worldwide for vehicles that have the appropriate optional equipment and run BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X, with a production date after July 2020. Tapping the ad triggers a full-screen animation showing Spider-Man swinging around BMW's iX3 electric SUV, complete with music. Cars with ambient lighting also get a synchronized 'light show.' If drivers don't play the ad immediately, it is stored as an app on the infotainment screen for later viewing.
Although the animation does not play automatically, many owners are unhappy about receiving advertising content in cars they have already paid for. The frustration is amplified because BMW Group Senior Vice President Stephan Durach previously said explicitly that the company would not push ads to customers in this way. BMW has released seasonal display animations for Halloween and Christmas in the past, but calling these movie promotions 'festive' is a stretch.
This is not the first time automakers have experimented with in-car advertising. Stellantis previously drew criticism for pop-up ads in Jeep, Ram and Chrysler vehicles. It is still surprising to see a luxury brand like BMW follow the same path, though the company has already tried to charge customers a subscription for using heated seats that were already installed in their vehicles.
