BMW/Marvel Studios/Sony Pictures
A 'Spider-Man: Brand New Day' ad is playing on BMW displays
BMW owners, who likely paid $50,000 or more for their cars, are being served Spider-Man: Brand New Day ads on their dashboard screens. The car maker is facing backlash for the ad campaign and is drawing comparisons to U2’s infamous 2014 album Songs of Innocence, which was automatically added to the libraries of all iTunes users.
A promotional campaign for Spider-Man: Brand New Day is currently running on BMW infotainment systems in post-2020 models across more than 70 countries through August 10.
BMW owners are furious after the company pushed ‘Spider-Man: Brand New Day’ ads onto car dashboard screens
Upon startup, a banner appears offering an optional 19-second animated ad with music and synced ambient lighting. The campaign is part of a broader partnership that includes BMW vehicles integrated into the film’s plot, and a reported $309 million media value deal — the largest automotive-film partnership in history.
seems crazy.
The movie Spider-Man: Brand New Day paid BMW to take over the display of every BMW made after 2020.
When you start a BMW, it shows you an ad for Spider Man. Really cheapens BMW imo. https://t.co/ylW3Jgearw pic.twitter.com/OWBBVTMMP3
— Sheel Mohnot (@pitdesi) August 3, 2026
According to a member of the marketing team on LinkedIn, “what starts with authentic vehicle and brand integration in the movie unfolds into a truly global ecosystem: a campaign spanning more than 70 markets, social and creator activations, CRM, retail, BMW’s app, an exclusive in-car experience available in millions of vehicles, experiential activations, a custom concept car, and even motorsport.”
Man made horrors beyond comprehension. Forcing every BMW owner to watch Spider Man advertisement. This is the modern day U2 Songs of Innocence Apple fiasco. Disgusting. https://t.co/I7p5Lwrucc
— Autism Capital 🧩 (@AutismCapital) August 4, 2026
Absolute madness. Why would anyone pay any premium for a BMW from now on when they become the product with force pushed ads after dropping $50K+ (or more) on a new car
Suddenly any car looks more tempting than BMW. It will be hard to recover from this. Who greenlit this? https://t.co/jUraDjDGTn
— Gergely Orosz (@GergelyOrosz) August 4, 2026
Making the ad campaign even more controversial is the fact that BMW specifically told its customers this very wouldn’t happen back in 2023 when an executive specifically described the dashboard display as a “private space” that would remain off-limits to third-party advertising.
“To say I’m selling the screen to play a commercial — I don’t see it. It’s a private space,” said Stephan Durach, BMW Group’s Senior VP for connected company development.
Despite the blowback from BMW owners, the marketing scheme deployed by Sony and Marvel worked, as Spider-Man: Brand New Day broke Avengers: Endgame‘s record for the biggest opening weekend at the domestic box office as it racked up $360 million. The film is also set to clear $1 billion at the global box office less than a week after its release.