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BMW Puts Spider-Man Dashboard Ads, Sparks Mixed Reactions

8/7/2026

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Summary

Story summary

BMW installed Spider-Man: Brand New Day video ads on dashboards of models built after July 2020.
The ads ran July 27–August 10, showing a tap-able banner that triggers animation, audio and lighting.
BMW says the optional Festive App animation is not advertising, citing its 2023 pledge against dashboard ads.
A spokesperson noted the pop-up works only while stationary, prompting mixed Reddit reactions ranging from “not cool” to “pretty cool.”

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Story summary

BMW installed Spider-Man: Brand New Day video ads on dashboards of models built after July 2020.
The ads ran July 27–August 10, showing a tap-able banner that triggers animation, audio and lighting.
BMW says the optional Festive App animation is not advertising, citing its 2023 pledge against dashboard ads.
A spokesperson noted the pop-up works only while stationary, prompting mixed Reddit reactions ranging from “not cool” to “pretty cool.”