If you’ve watched Marvel’s latest blockbuster ‘Spider-Man: Brand New Day’, you’d know that BMW had partnered with the movie. The movie had two ‘neat’ product placements from BMW- a new 5 series and the a special version of the iX3- both well-placed and engaging to watch. Looks like that’s not all. The carmaker has been pushing banner ads of the movie to the central screens of some of its models. Marvel and spidey fans are finding it amusing. Others seem to hate the move!
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Spidey Swings Into Your BMW!
The campaign began on July 27, 2026, and will continue until August 10 across more than 70 markets worldwide. On compatible vehicles, occupants will see a banner on the main touchscreen, when they start their car. Tapping on it will start playing a full-screen Spider-Man animation, complete with music and special effects from the car’s ambient lighting.
This feature is available on vehicles built after July 2020 and running BMW Operating system 7, 8, 8.5, 9, or X. Clearly, a large number of newer BMW models are part of this campaign. It is part of the broader collaboration with the movie, and not just a traditional advertisement.
However, there is one big problem. Placing this banner on the central screen goes against BMW’s previous statement that the car’s display is a private space and should not be used for advertising!
BMW’s Previous Remarks On In-Car Advertising
In December 2023, BMW Group’s senior vice president for connected company development, Stephan Durach, made a solid remark on in-car advertising. He said “To say I’m selling the screen to play a commercial. I don’t see it. It’s a private space.”
BMW has previously faced backlash for its moves related to subscription-based services. Yes, we are talking about the company’s previous move to make heated seats a subscription-based feature. It was later abandoned following sharp criticism.
The Spider-man campaign is of course, different. It is not the same as charging for using functions that are already present inside a car which the customer has paid for. However, it is still part of a broader plan that helps the carmaker further monetize and already-sold inventory. Using software and connected features to generate additional revenue. The difference this time, is that the campaign is monetizing user’s attention and not a physical feature of the car.
Is it good or bad? Well, we would say that’s very subjective. The answer would also depend on how intrusive and aggressive the campaign gets. It may be ok to watch the spidey on your screen once in a while. But not everytime you start the car and definitely not when you are in a rush. This can be a polarising opinion.
BMW has clarified that this is a limited film partnership and not a broader shift in its advertising-related policies. It tries to connect the movie better to the brand and its products. That said, a branded content now appears where BMW once said it would never. But it being a very popular superhero franchise’s ad brings discounted objections! If the company chooses to make this a habit and push more ads in the future, the backlash is likely to be severe. Cars are personal spaces, not billboards!
In-Car Advertising May Get More Popular
In the future, we are likely to see more automakers choosing in-car advertising to generated additional revenue. The connected car features that modern cars come with, make it easy for them to do this. They can sell the user’s attention and generate revenue, even after the actual vehicle sale.
