BMW Delivers Spider-Man Ads to Cars Owners Already Paid For
BMW Spider-Man in-car advertising
In July 2026, BMW began pushing a full-screen Spider-Man: Brand New Day advertisement to the dashboard screens of customer vehicles across more than 70 markets. This move contradicts a 2023 statement by executive Stephan Durach, who previously declared the car a private space unsuitable for commercials. The campaign, part of a record-breaking $309 million partnership with Sony Pictures, has sparked debate over whether automakers are overstepping ownership boundaries by monetizing features buyers have already purchased.
I own a house, and I make payments to a mortgage company every month, and I'm pretty sure it would be illegal for that mortgage company to put a fucking Spider-Man billboard in my yard, facing my front windows. Is what BMW is doing any different?