BMW is pushing a Spider-Man: Brand New Day promotion onto the Control Displays of compatible vehicles in more than 70 countries.
You might think those who purchased their cars a few years ago would be safe from the onslaught, but that’s not the case. Even drivers of vehicles built as far back as 2020 are being subjected to the ad.
As soon as the car starts, a Spider-Man banner pops up on the center screen: “Surprise! Spider-Man just dropped into your BMW!”
If the driver taps it, they get a full-screen animation with music. In some suitably equipped vehicles, the ad is accompanied by a light show through the ambient lighting system.

