BMW Owners Were Outraged By A "Spider-Man" Ad In A Car

• 23.08.2026, 8:50

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BMW owners were outraged after a promotional trailer for the movie “Spider-Man: A New Day” appeared on the central screens of their multimedia systems. The campaign ran from July 27 to August 10 in more than 70 countries, according to Motor1.

BMW describes the clip as a celebratory animation tied to its partnership with Sony and Marvel and does not consider it an advertisement. However, many drivers disagreed with this interpretation, stating that they do not want to see commercial offers on the screens of a car they have already paid for.

When the system was launched, users were shown a banner inviting them to watch the animation. Clicking on it opened an approximately 19-second video in which Spider-Man jumps over a BMW, while the interior lighting synchronizes with the video.

The promotion applied to vehicles manufactured after July 2020 and equipped with BMW Operating System 7, 8, 8.5, 9, or X, provided the Festive App was installed. However, the video was not displayed on the dashboard alongside warnings and did not play automatically while the vehicle was in motion.

The situation drew particular attention due to BMW’s previous statements. In 2023, a company representative Stefan Durach referred to the car’s interior as a personal space and said that BMW had no plans to place advertisements there.