BMW owners are used to their car’s center screen handling navigation, music, settings, and warnings. They probably aren’t expecting it to pitch them a movie. Yet that’s exactly what BMW is doing, and the way it describes the advertising campaign makes the whole thing feel even more ridiculous.

 

As part of a partnership with Sony and Marvel, compatible BMWs display a Spider-Man banner when they start. Tap it, and the car launches a full-screen animation promoting Spider-Man: Brand New Day, complete with music and an ambient-light show. The promotion appears in more than 70 countries from July 27 through August 10 on suitably equipped vehicles built after July 2020 and running BMW Operating System 7, 8, 8.5, 9, or X, according to BMW.

Got this commercial in my car today as part of the Spider-Man - Brand New Day campaign
by u/Milanista58 in BMW