BMW's Spider‑Man infotainment ad sparks owner backlash
BMW has added a promotional animation for the upcoming film Spider‑Man: Brand New Day to the infotainment screens of its vehicles built after July 2020 and equipped with BMW Operating System 7, 8, 8.5, 9 or X. The campaign runs from 27 July to 10 August in more than 70 markets worldwide. When the car is started a banner appears; if the driver taps it, a 19‑second full‑screen animation with music and ambient‑lighting effects plays, ending with a cinema‑release teaser.
BMW describes the feature as a “special surprise” and part of a broader partnership with Sony Pictures and Marvel, insisting it is not classic advertising. Owners in dozens of countries – including Croatia, the Czech Republic, Austria, the Netherlands, Romania, the United States, Taiwan, Poland, Germany, France, Australia, Brazil, Switzerland and Slovenia – have voiced strong criticism, calling the intrusion “classless”, “disturbing” and likening it to Apple’s 2014 U2‑album rollout. Legal commentary in Austria has raised contract‑law and consumer‑protection questions. BMW previously said the vehicle cabin is a private space, and Australia opted out of the promotion, highlighting the controversy over using connected‑car screens for commercial content.
Entities: BMW AG · BMW Group · BMW iX3 · Marvel · Marvel Studios · Sony Pictures · Sony Pictures Entertainment · Spider‑Man: Brand New Day · Stephan Durach
Claims
What the coverage asserts, and how well corroborated each claim is across sources.
- [● 3 SOURCES] The campaign is a collaboration between BMW, Sony Pictures and Marvel Studios. (BMW)
- [● 3 SOURCES] The feature is limited to BMW models equipped with Operating System 7, 8, 8.5, 9 or X, produced after July 2020. (BMW)
- [● 3 SOURCES] Owners have expressed dissatisfaction, viewing the banner as unwanted advertising in a premium vehicle. (Vehicle owners)
- [● 3 SOURCES] BMW displayed a promotional banner for the film “Spider‑Man: Brand New Day” on the central infotainment screen of selected models. (BMW)
- [● 3 SOURCES] The banner appears when the vehicle is started and can be tapped to launch a full‑screen animation with music and ambient lighting. (BMW)
- [● 3 SOURCES] BMW says the content is not traditional advertising because the driver must actively choose to view it. (BMW)
- [● 3 SOURCES] The promotion is available in more than 70 countries. (BMW)
- [● 3 SOURCES] The campaign runs from 27 July to 10 August 2024. (BMW)