Spider-Man: Brand New Day ad is appearing on BMW car screens at start-up and it's dividing opinion
Published on Aug 05, 2026 at 7:04 PM (UTC+4)
by Henry Kelsall
Last updated on Aug 05, 2026 at 7:18 PM (UTC+4)
Edited by
Mason Jones
Would you have thought that a Spider-Man: Brand New Day video in a BMW would have sparked a huge amount of discussion?
Well, that appears to have happened after clips highlighting the new film started to appear on car infotainment screens.
A promotional banner has started to appear on some vehicles when owners start them, and tapping it brings up a full-size animation.
BMW has said that it is optional but the public reaction has been mixed.
Why BMW has added the Spider-Man: A New Day video
The campaign was launched on July 27th, and runs through to August 10th.
A banner goes across the infotainment screen of various models built after July 2020.
Tapping the banner then plays a full-screen commercial, and it hijacks the audio system and ambient lighting of the car.
BMW has also said it is a limited-time themed experience, via the Festive App, rather than a traditional advert.
The company also wanted to celebrate the film that uses BMW vehicles.
A BMW spokesperson told the This is Money: “The Festive App in the BMW operating system is designed to provide customers with optional themed animations and messages linked to a range of global and local occasions.
“It is not a form of advertising.
“Customers receive a pop-up message in the vehicle and can choose whether or not to launch the animation.
“The animation can only be viewed when the vehicle is stationary.
“In addition, it can be accessed manually via the Festive App menu icon if the customer chooses to open it.”
The reaction to the Spider-Man and BMW collaboration
Back in 2023, BMW executives said they wouldn’t sell advertising on dashboard displays.
BMW Group’s senior vice president for connected company development told an industry roundtable in 2023 that the company would not do that.
“To say I’m selling the screen to play a commercial. I don’t see it. It’s a private space,” he said at the time.
Some consumers have said they don’t feel comfortable seeing advertising for a movie in a car they have already spent money on.
A lot of the public reaction was spotted on the BMW SubReddit on social media site Reddit.
“They’re putting commercials in cars now,” said user BitSignificant2616, followed by three skull emojis.
“This is not cool,” added fellow user ChesterCopp.
However, some drivers weren’t opposed to the video – with one writing: “Its a pretty cool collab, I like it!”
Another wrote: “Cool little animation – not that deep. You can exit out of it at any moment.”
Is there a way to avoid seeing the advert?
According to the manufacturer, the animation is optional, and it only plays if drivers select it.
Should you not wish to see it, then you just have to not click the banner that initially appears.
Got this commercial in my car today as part of the Spider-Man – Brand New Day campaign
by u/Milanista58 in BMW
Spider-Man timeline
August 1962: The wall-crawler makes his debut in Amazing Fantasy #15, created by Stan Lee and Steve Ditko
March 1963: A dedicated solo comic book series launches to massive success, solidifying the hero’s popularity
September 1967: The first animated television series premieres, featuring a famously catchy theme song
May 1984: The famous black symbiote suit is introduced during the Secret Wars crossover storyline
May 2002: A blockbuster live-action film directed by Sam Raimi breaks box office records and redefines superhero movies
August 2011: Miles Morales takes up the mantle in the alternate Ultimate Marvel universe
May 2016: The hero makes his highly anticipated Marvel Cinematic Universe debut in Captain America: Civil War
December 2018: The groundbreaking animated film Into the Spider-Verse hits theaters and later wins an Academy Award
Henry joined the Supercar Blondie team in February 2025, and since then has covered a wide array of topics ranging from EVs, American barn finds, and the odd Cold War jet. He’s combined his passion for cars with his keen interest in motorsport and his side hustle as a volunteer steam locomotive fireman at a heritage steam railway.
