BMW's Ads in the Dashboard: A Chink in the Armor of Luxury Brands BMW is currently promoting the Spider Man movie "Brand New Day" on its dashboard displays, sparking widespread criticism from drivers who feel this cheapens the brand's image.
The promotion, which began on July 27 and will run until August 10, greets drivers with a banner on their control display when they start their cars.
Selecting the banner launches a full screen animation, complete with backing music and ambient lighting effects.