Tech
BMW to Show Spider-man Ads in Cars From July 27 to August 10
BMW will display Spider-Man ads in its vehicles from July 27 to August 10, appearing in over 70 countries for cars with BMW Operating System 7, 8, 8.5, 9, or X and a production date after July 2020.
Tapping the ad plays a full-screen animation of Spider-Man swinging around the iX3 electric SUV, with music and a light show for ambient lighting systems. If not played immediately, the ad is added as an app on the infotainment display. BMW owners are upset about advertising in paid vehicles, especially since BMW Group Senior VP Stephan Durach previously said the company wouldn't do this.
BMW has released seasonal animations for Halloween and Christmas before, but calling these ads festive is a stretch. Stellantis has also shown pop-up ads in Jeep, Ram, and Chrysler displays, but a luxury brand like BMW following suit is surprising, given its past attempt to charge a subscription for heated seats.
Source: Verge
