BMW Owners Protest Spider-Man Ads on Dashboard Screens

Owners of BMW vehicles in over 70 countries are protesting a promotional campaign for the film Spider-Man: Brand New Day. Running from July 27 through August 10, 2026, the campaign targets vehicles produced after July 2020 using BMW Operating Systems 7, 8, 8.5, 9, or X. The experience begins with a banner upon vehicle startup; if the driver taps the banner, the car triggers a 19-second full-screen animation featuring music and synchronized ambient lighting.

The initiative is part of a $309 million partnership between the automaker, Sony Pictures, and Marvel Studios. BMW defends the move as a way to connect with a global fan base, noting that the BMW iX3 and 5 Series Sedan are woven into the film's plot. The company maintains that the animations are not advertising but optional festive content provided via its Festive App.

Critics and owners argue the campaign cheapens the luxury brand and contradicts a 2023 promise from BMW leadership. Specifically, Senior VP Stephan Durach previously asserted that the vehicle interior is a private space and that the company would not sell screen space for commercials. This perceived contradiction has fueled social media backlash, with owners claiming the promotional banners intrude upon the privacy of their vehicles.