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When a premium car brand like BMW says it has a "special surprise" in store for drivers, I'd expect something more luxurious than having a movie commercial beamed onto the dashboard. That's exactly what's happening to many BMW owners, however, who are being shown banner ads for Spider-man: Brand New Day on their Control Display […]
Published August 4, 2026 · Category: Tech
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With great power comes great responsibility… to not justify ads in the name of movie promotions. | Image: BMW / Sony Pictures
When a premium car brand like BMW says it has a "special surprise" in store for drivers, I'd expect something more luxurious than having a movie commercial beamed onto the dashboard. That's exactly what's happening to many BMW owners, however, who are being shown banner ads for Spider-man: Brand New Day on their Control Display upon starting the vehicle.
In a statement to The Autopian, BMW confirmed that the ads are definitely real, serving as part of "a broader brand partnership" with the new Marvel movie. BMW's own announcement also confirms that the ads are running from July 27th until August 10th, and reveals how widespread they are:
What is "BMW’s in-car Spider-Man ad is villain behavior" about?+
When a premium car brand like BMW says it has a "special surprise" in store for drivers, I'd expect something more luxurious than having a movie commercial beamed onto the dashboard. That's exactly what's happening to many BMW owners, however, who are being shown banner ads for Spider-man: Brand New Day on their Control Display […]
We use cookies and similar technologies to improve your experience, serve personalized ads, and analyze traffic. You can manage your preferences or accept/reject all.
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AnalyticsHelp us understand how visitors interact with the site.
AdvertisingUsed to deliver personalized ads.
FunctionalEnable enhanced functionality and personalization.
