BMW has sparked outrage among customers by sending ads for Spider- Man : Brand New Day directly to its cars' infotainment systems. The move has sparked backlash, as the ads appear as notifications when the car starts and, when tapped, play a full-screen 19-second animation with music and a light show.
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The ad began rolling out on July 27 and is expected to continue until August 10. Cars built after July 2020 with BMW Operating System 7 or later are showing the Spider-Man promotion in more than 70 markets. This means a large percentage of BMW owners worldwide are being exposed to this campaign, which has caused concern and dissatisfaction.
BMW owners on Reddit are understandably upset about the unwanted advertising appearing on their vehicles. One user said it was “classless and tasteless” for a car that costs over $100,000, while another called it “disgusting.” Others called for an opt-out button and predicted more ads would appear in the future. The backlash highlights consumers’ sensitivity to privacy and control over their personal devices.
Some users compared it to U2’s “Songs of Innocence” album that Apple pushed to all iTunes users in 2014. Apple didn’t allow users to opt out or delete the album, leading to widespread backlash. Eventually, Apple added a tool to delete the album. This comparison highlights the common sentiment that companies shouldn’t force content on users without their consent.
BMW issued a press release in late July highlighting the advertising campaign, claiming it was an “exclusive Spider-Man animation” that was a “special surprise” for BMW owners. To celebrate the partnership with Spider-ManTM: Brand New Day, BMW has a special surprise for its drivers. Starting the car displays a special banner on the Control Display. Clicking on it activates the Spider-ManTM, which includes a full-screen festive animation on the Control Display with appropriately selected background music and an accompanying light show from the ambient lighting system.
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The Spider-Man ad notification is automatically sent to compatible vehicles, but owners can avoid the ad by not tapping to play it after receiving the notification. It has also been added to the Festive app in the car’s system. Despite this option, many owners feel that the presence of the notification is annoying and unwanted.
In response to the complaints, BMW told The Autopian that the Spider-Man animated feature is not an advertisement and is “part of a broader collaboration with the film.” BMW vehicles also appear in the Spider-Man film. This collaboration suggests a strategic effort by BMW to link its brand to popular cultural products, although this approach does not seem to have the desired acceptance with the public.
BMW has promoted similar holiday animated videos in the past, but car owners found the Spider-Man video too close to a commercial. As Daring Fireball, BMW said in late 2023 that it would not sell ads on its car screens. This statement appears to contradict current practice, raising further doubts about the company’s intentions.
BMW was one of the first companies to adopt Apple’s CarPlay system and has been a long-time Apple partner. BMW’s notification is part of the car’s default operating system and does not appear as part of CarPlay. This technical detail emphasizes that the advertising is embedded in BMW’s system itself, and not in an external app, which reinforces the sense of imposition on users.
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Overall, BMW's decision to promote Spider-Man through its in-car displays has sparked a significant debate about the limits of marketing and user privacy. The consumer backlash suggests that companies need to be careful when introducing such practices, especially when it comes to high-value products like luxury cars.
