BMW Owners Angry Over Spider-Man Ads Appearing on Dashboard Screens
BMW has enraged customers by sending ads for Spider-Man: Brand New Day directly to in-car infotainment systems. An ad appears as a notification when starting the car, and when tapped, it plays a full-screen 19-second animation with music and a light show. The ad started going out on July 27, and it is set to continue through August 10. Cars built after July 2020 with BMW Operating System 7 or…
BMW customers are expressing outrage over advertisements for the Spider-Man: Brand New Day movie appearing in their vehicle's infotainment system. The ads began appearing on July 27 and will continue through August 10 in over 70 markets for vehicles built after 2020. BMW Operating System 7 or newer users are experiencing the notification, which plays a full-screen 19-second animation with music and a light show.
Owners have expressed their dissatisfaction on Reddit, calling the ads "classless" and "tacky" for a vehicle priced over $100,000. Some have requested an opt-out button, similar to Apple's approach with the U2 album "Songs of Innocence" in 2014, which faced widespread backlash when users were unable to remove it. BMW's press release claimed the ad was a "special surprise" for Spider-Man: Brand New Day fans, but the company has faced criticism for pushing similar animated videos for holidays in the past, which many found to be more commercial in nature.
BMW was one of the first to adopt Apple's CarPlay system, and the ads are part of the default operating system, not CarPlay.
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