BMW is putting Spider-Man ads on your dashboard, after promising it never would

BMW has begun displaying Spider-Man animations on the center screens of compatible cars, as part of a promotional campaign tied to the film Spider-Man: Brand New Day. This move has drawn criticism, as it contradicts the company's previous stance that the dashboard is a private space for customers. The campaign is set to run from July 27 to August 10 across more than 70 markets and is available on cars built after July 2020 with BMW Operating Systems 7, 8, 8.5, 9, or X. Upon starting the vehicle, a banner appears on the Control Display, which, when tapped, launches a full-screen animation accompanied by music and ambient lighting effects.

BMW describes this feature as part of a brand partnership with the film and not a permanent change to the car. The backlash stems from the fact that the ad appears on a feature that customers have already paid for, creating a sense of a commercial invasion in their personal vehicle. BMW's previous comments on the matter, including a statement in December 2023 by Stephan Durach, highlighted the company's commitment to keeping the dashboard as a private space for customers.

The Spider-Man campaign is seen as a limited-time promotion rather than a shift in BMW's advertising policy. However, it demonstrates how connected cars are becoming a platform for automakers to monetize drivers' attention through software-defined features and partnerships with content providers.