BMW pushes Spider-Man movie ad onto iX3 dashboard screens, sparking driver backlash

BMW has rolled out a new in-car advertisement for the movie Spider-Man: Brand New Day on the digital displays of its post-2020 models, beginning on July 27 and slated to run until August 10. When a driver powers up the vehicle, a banner for the film appears and can be tapped to launch a festive animation that syncs with the car’s sound system and ambient lighting, showcasing the BMW iX3 SUV alongside the superhero. The campaign is described as a "special surprise" and stems from a collaboration with Sony/Marvel, using the iX3’s e-ink exterior branding.

Although BMW says the animation only plays after a driver actively selects it, many owners report the banner shows up automatically, fueling complaints across social platforms in more than 70 nations. Critics argue the forced advertising cheapens the luxury brand, recalling a previous backlash when BMW tried to charge for heated-seat activation. The company has defended the effort as part of a broader brand partnership.