BMW has enraged customers by sending ads for Spider-Man: Brand New Day directly to in-car infotainment systems. An ad appears as a notification when starting the car, and when tapped, it plays a full-screen 19-second animation with music and a light show.
The ad started going out on July 27, and it is set to continue through August 10. Cars built after July 2020 with BMW Operating System 7 or newer are displaying the Spider-Man promo in more than 70 markets.
BMW owners on Reddit are understandably unhappy with the unsolicited ad showing up in their vehicles. One user said it's "classless and tacky" for a car that costs over $100,000, and another said it was "disgusting." Others asked for an opt-out button, and predicted more ads would be shown in the future.
Some users compared it to the U2 album "Songs of Innocence" that Apple pushed out to all iTunes users back in 2014. Apple did not allow users to decline or delete the album, leading to widespread backlash. Apple ultimately did add a tool for deleting the album.
BMW sent out a press release highlighting the ad campaign in late July, 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 brings up a special banner in the Control Display. Clicking on it then activates the Spider-ManTM animation, comprising a full-screen festive animation in the Control Display with aptly chosen backing music and an accompanying light show courtesy of the ambient lighting system.
The notification for the Spider-Man ad is going out to compatible vehicles automatically, but owners can avoid the ad by not tapping to play it after receiving the notification. It's also been added to the Festive app on the in-car system.
In response to complaints, BMW told The Autopian the Spider-Man animation is not an ad and is "part of a broader brand partnership with the film." BMW vehicles also appear in the Spider-Man movie.
BMW has pushed similar animated videos for holidays in the past, but car owners found the Spider-Man video to be too close to a commercial. As Daring Fireball points out, BMW said in late 2023 that it would not sell advertising on its in-car displays.
BMW was one of the first companies to adopt Apple's CarPlay system, and it has long been an Apple partner. The BMW notification is part of the default in-car operating system, and it does not appear as part of CarPlay.
