Some BMW owners, potential customers and technology commentators are pushing back against the automaker's recently launched Spider-Man: Brand New Day promotion, which places an advertisement on the center displays of certain vehicles.

BMW's limited campaign has caused some owners and technology commentators to criticize the use of vehicle displays for advertising. Critics have raised concerns about automakers pushing promotional content directly to cars through software updates, and others argue the move undermines BMW's premium, luxury image.

David Schweidel, a marketing professor at Emory University, told Newsweek that, "given the luxury positioning of BMW, [the advertisement] can certainly come across as cheapening the brand to consumers."

Newsweek reached out to BMW and Marvel for comment via email.

BMW and the 'Spider-Man: Brand New Day' Ad

BMW has displayed a banner promoting Spider-Man: Brand New Day in BMW iX3 and BMW 5 Series Sedan vehicles since July 27, the German auto giant said in a press release. The Marvel film, starring Tom Holland as Spider-Man, was released in theaters on July 31.

The banner appears after starting the car, and tapping on it launches a full-screen advertisement on the vehicle's center display, showing a BMW driving through a city as Spider-Man swings between buildings. Depending on the make and model, some of the cars have a “light show” accompanying the advertisement.

“Both vehicles are not only visible, but woven into the plot of the new film, enabling them to connect with a global fan base. The partnership underlines the BMW commitment to combining innovation, technology and cultural relevance,” BMW said in a July 28 press release.

The company noted, “These festive animations will be available in more than 70 countries worldwide for vehicles equipped with the relevant optional equipment and BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X, as well as a production date after 7/2020.”

The ad will be available until August 10, the company said.

A BMW executive had previously indicated the automaker had no plans to turn vehicle displays into advertising platforms. In 2023, Stephan Durach, BMW's senior vice president for connected company development, described the car as a “private space” and said he did not envision selling screen space for commercials.

"At the end of the day, I think your car is your last private space," Durach said during a roundtable discussion with reporters, Mediapost reported at the time. "To say I'm selling the screen to play a commercial, I don't see it. It's a private space."

Public Pushback on BMW Ad

Sheel Mohnot, a venture capitalist, said that the move "cheapens" BMW. Mohnot posted a video of the advertisement on X on August 3 that had amassed over 5.4 million views as of Tuesday afternoon. Reacting to the promotion, Mohnot wrote that it "seems crazy."

He added, "When you start a BMW, it shows you an ad for Spider Man. Really cheapens BMW imo." The BMW iX3 and 5 Series Sedan start around $60,000.

Paul Graham, co-founder of Y Combinator, wrote on X, "I'm never buying a BMW,” in response to the advertisement. Founder of Boom Supersonic, Blake Scholl, echoed a similar sentiment, writing, “I used to like Spider Man. I used to like BMW. This makes me want to have nothing to do with either.”

Gergely Orosz, author of The Pragmatic Engineer Substack, called it “absolute madness.” He added, "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."

Josh Elman, a partner at venture capital firm Andreessen Horowitz, wrote in an X post on Sunday, "Of all the brands I thought might bombard with in car ads on screen right when you start the engine,? I had BMW pretty dang low on my list. This seems the opposite of luxury and performance."

Critics have raised concerns about the use of the technology to deliver advertising directly to vehicles, and what that might open up for the future. Some have questioned whether promotional content belongs on screens that drivers regularly use to access navigation, vehicle information and other functions.

Some Reddit users expressed their frustration about the advertisement, with one Redditor saying, "Paying 50-100k for a car, yet still getting ads…next we need adblocker for cars i guess?"

Another user wrote, "They [advertisements] start out as being optional. Just like streaming once upon a time had no ads. Then ads you could skip. Now unavoidable."

Much of the online discussion has focused on the broader implications of in-car advertising, with critics expressing concern that drivers could face more marketing messages inside their vehicles and, eventually, be charged to opt out of them.

Schweidel told Newsweek, "Despite the negatives, I would expect to see more in-car advertising in the coming years. For one, it’s been a largely unmonetized domain."

He highlighted the sheer amount of time people spend and lack of screen competition, writing, "so it’s an opportune moment for advertising."

Contact Newsweek editors on this story: Jason Lemon and Sam Wilson.