BMW’s recent collaboration with Sony Pictures on a Spider-Man video has sparked a backlash over in-car advertisements. The video, which is available on certain BMW models made after July 2020, can be accessed on the center screen, but it does not auto-play and must be personally selected.
Other car manufacturers have also partnered with entertainment properties to display ads or branding in their vehicles.
Tesla, for example, collaborated with the 2025 film Tron: Ares on an update that re-branded the navigation screen with references to the movie. Mercedes has also made a habit of doing similar things around The Masters golf tournament, integrating the tournament heavily into cars with “Hyperscreen” interfaces.
During the 2025 tournament, Mercedes displayed the Masters logo on the screen of a Mercedes-Maybach SL680, but it was easy to turn off using an in-menu toggle called “graphical goodies”.
Tesla’s integration was also an optional mode, allowing users to choose whether or not to display the branding.
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Mercedes’ approach to in-car ads is similar to Tesla’s, as both allow users to opt out of the promotional content.
People are upset about these ads because they represent the potential for cars to become a platform for delivering ads to drivers.
This concern is valid, as the trend of in-car ads could lead to more intrusive and annoying promotions in the future.
The Sony Honda Mobility Afeela featured a Fortnite logo rotating through on a screen between the headlights in its display models.
Although the Afeela is no longer being sold, the concept of in-car ads remains a concern, and complaining about the Spider-Man ad now could potentially prevent more bothersome promotions from appearing in cars in the future.
Drivers may be subjected to a constant stream of ads and promotions while on the road, which could be distracting and annoying.
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In-car ads can impact the driving experience.
The Spider-Man ad sets a precedent for the types of ads that could appear in cars in the future.
By speaking out against this type of advertising now, drivers can help prevent more invasive and annoying ads from becoming a standard feature in cars.
As the use of in-car screens and technology continues to grow, it’s likely that we’ll see more examples of this type of advertising in the future.
For now, the Spider-Man ad remains an optional feature on certain BMW models, but it’s a sign of things to come.
