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BMW owners have expressed their frustration online after a promotional advertisement for Spider-Man: Brand New Day unexpectedly appeared on their vehicle dashboard screens.
BMW described the feature as a “special surprise”, running from July 27 to August 10 on compatible vehicles across more than 70 countries.
BMW Cars now have a Spider-Man advertisement when you start up your car 🕷️
— Complex (@Complex) August 4, 2026
🎥: @bmwcanada pic.twitter.com/Y00IgFZJLm
The advertisement triggers as soon as the car is started, displaying a banner on the central infotainment screen. When tapped, it launches a full-screen video with sound and synchronised ambient lighting effects.
The clip features a BMW driving down the streets of New York City, with Spider-Man swinging between buildings overhead.
It concludes with a QR code announcing that the movie is now playing in cinemas, while an app icon is automatically added to the infotainment home screen, allowing users to replay the video.
Critics and vehicle owners have branded the promotional content a distraction and an unwelcome intrusion in their luxury cars.
BMW partnered with Sony Pictures and Marvel to create the campaign, which also features a specially designed BMW iX3 Flow – Spider-Man: Brand New Day Edition and a 5 Series sedan in the film.
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