BMW is displaying Spider-Man advertisements on the dashboard screens of compatible vehicles when owners start them.
The full-screen animation includes music, ambient lighting, and a movie end card, but the campaign clashes with BMW's earlier claim that its cabin is a private space.
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Owners typically use the center screen for navigation, music, settings, and warnings. They probably don't expect it to pitch them a movie.
Yet that's exactly what BMW is doing, and the way it describes the campaign makes it feel even more ridiculous.
As part of a partnership with Sony and Marvel, compatible BMWs show a Spider-Man banner at startup.
Tapping it launches a full-screen animation promoting Spider-Man: Brand New Day, complete with music and an ambient-light show.
The promotion appears in over 70 countries from July 27 through August 10 on suitably equipped vehicles built after July 2020 and running BMW Operating System 7, 8, 8.5, 9, or X.
Not an Autoplay Commercial
To be fair, this isn't an autoplay commercial. Drivers must click the banner to launch the full animation.
But the banner itself still appears on the screen used to operate the car.
BMW calls it a “special surprise” and a “festive animation.”
The ending, which promotes the movie's exclusive theatrical release, looks a lot like an advertisement because it is one.
The timing is especially awkward because BMW previously said it had no interest in selling screen space for commercials.
