BMW Spider-Man in-car advertising
Points and comments are a snapshot, not live.
BMW delivered a full-screen Spider-Man ad to paid-for vehicles' dashboard displays.
On July 27, 2026, BMW pushed a full-screen Spider-Man: Brand New Day advertisement to the dashboard Control Display of customer vehicles in over 70 markets, running through August 10, 2026, on cars with OS 7, 8, 8.5, 9, or OS X built after July 2020. The ad appears as a clickable banner at startup with music and ambient lighting. In December 2023, BMW's senior VP had stated the company would not sell in-car screen space for commercials, calling the car "a private space." The ad is part of a broader Sony Pictures promotional campaign valued at a record $309 million.
What commenters are saying
Commenters are broadly critical, viewing the ad as a violation of ownership boundaries. Many draw parallels to BMW's earlier heated-seat subscription and note similar practices from other automakers (Mercedes, Stellantis) and Samsung (fridge displays). Some argue this devalues BMW's premium brand, comparing it to budget brands or Ryanair. Few defend the move; one skeptic notes consumers keep buying such cars, reducing competitive pressure to avoid ads. A minority compare it to Apple's or Samsung's post-purchase advertising on devices, while others recommend avoiding recent model years or switching to Toyota/Lexus.