BMW's decision to beam an advert for Spider-Man into drivers' infotainment systems could be seen as a step too far. The carmaker argues it’s merely a 'festive animation', but the reality is that customers are seeing product placement in their luxury vehicles, which feels like a downgrade from paying over £70k for a car.

The ad plays as a 19-second video, triggered by clicking on a message suggesting a surprise gift. While not automatically played, it remains visible and intrusive. Social media reactions range from annoyance to outright bewilderment at the intrusion of ads in premium vehicles.

BMW is far from the first brand to use car screens for advertising; dashboard displays have long been transitioned from analogue dials to digital interfaces. However, BMW's approach seems more aggressive than its peers, and customers are feeling betrayed by what was marketed as a high-tech feature. This move could damage the perceived quality of the brand.

The incident reflects broader questions about how far technology should go in blurring lines between private space and commercial engagement. While it may be a test to gauge customer acceptance, BMW risks alienating its core audience with such an invasive tactic.