BMWs are showing a commercial at startup

Gail Sherman· Aug 6, 2026 · 12:45 PM UTC ·2 min read · 0 reactions · 0 comments · 3 views

TL;DR · WeSearch summary

BMWs are showing a commercial at startup Gail Sherman 5:45 am Thu Aug 6, 2026 Spider-Man movie ad — Artem Kiyko/shutterstock.com Late-model BMW owners are starting up their cars to find a commercial for Spider-Man: Brand New Day. It was inevitable that they would morph into ads for third-party products. To BMW's credit, the ad doesn't autoplay, but the driver must interact with the banner in some way to clear it, so they earn only an infinitesimal bit of credit for not going full Black Mirror.

Key facts

▪BMWs are showing a commercial at startup Gail Sherman 5:45 am Thu Aug 6, 2026 Spider-Man movie ad — Artem Kiyko/shutterstock.com Late-model BMW owners are starting up their cars to find a commercial for Spider-Man: Brand New Day.
▪It was inevitable that they would morph into ads for third-party products.
▪To BMW's credit, the ad doesn't autoplay, but the driver must interact with the banner in some way to clear it, so they earn only an infinitesimal bit of credit for not going full Black Mirror.

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Original publisher	Boing Boing
Canonical URL	https://boingboing.net/2026/08/06/bmws-are-showing-a-spider-man-movie-ad-at-startup.html
Publication time	Thu, 06 Aug 2026 12:45:00 +0000
Retrieval time	2026-08-06T14:05:42.728Z
Last seen	2026-08-06T14:05:42.728Z
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Excerpt method	First ~120 words (~800 chars) of extracted publisher body, fair-use limited.
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Publisher visit	Yes — open original
Substitutes article?	No — link-out required for full text

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Basis: Derived from the published RSS/Atom feed. Contact: [email protected]. Reviewed: 2026-07-24.

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Opening excerpt (first ~120 words) tap to expand

BMWs are showing a commercial at startup Gail Sherman 5:45 am Thu Aug 6, 2026 Spider-Man movie ad — Artem Kiyko/shutterstock.com Late-model BMW owners are starting up their cars to find a commercial for Spider-Man: Brand New Day. Responding to a request for information about the ad from The Autopian, BMW confirmed the animation is part of a broader partnership with the film: "A few of our vehicles – including the BMW iX3 – were in the film, and a special edition iX3 was featured on the red carpet during last night's premiere in Los Angeles." In a press release linked in BMW's response, the ad is called a "special banner" and "festive animation." According to users on the BMW subreddit, previous "festive animations" such as one that purported to celebrate July 4th have all essentially been…

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