BMW Faces Backlash Over Spider-Man Ads on Infotainment Systems
Drivers of BMW vehicles expressed their discontent after discovering promotional material for 'Spider-Man: Brand New Day' on their infotainment screens. This campaign, in collaboration with Sony, was delivered through an over-the-air update to newer BMW models (manufactured post-2020) equipped with iDrive versions 7 through X across 70 global markets, commencing in late July. Many users labeled the initiative as 'insanely dystopian,' reminiscent of a 'Black Mirror' episode. This criticism comes on the heels of a 2023 declaration from BMW's Stephan Durach, who stated that advertisements would not appear on dashboards. BMW maintains that the visuals are part of a brand partnership rather than advertisements. Since its debut on July 31, the film has earned over $480 million in the U.S. and more than $705 million internationally.
Key facts
- BMW drivers received Spider-Man ads on infotainment systems via over-the-air update.
- The campaign is a partnership between BMW and Sony for the film 'Spider-Man: Brand New Day'.
- The update affected BMWs built after 2020 with iDrive versions 7 through X in 70 markets.
- Drivers criticized the ads as 'insanely dystopian' and compared them to 'Black Mirror'.
- BMW's Stephan Durach had previously said the automaker would never run ads on dashboards.
- BMW claims the graphics are not ads but part of a broader brand partnership.
- The film has grossed over $480 million domestically and over $705 million worldwide since July 31.
- The article was written by Bryan Hood for Robb Report.
- The update was pushed in late July, before the film's release.
- The graphics appeared on the 'Festive App' feature.
Entities
Artists
- Bryan Hood
Institutions
- BMW
- Sony
- Robb Report
- The Hollywood Reporter
- BMW Blog
- New York Post
- Artinfo
- New York magazine
Locations
- Los Angeles
- United States