BMW’s in-car Spider-Man ad is villain behavior

With great power comes great responsibility…to not justify ads in the name of movie promotions. | Image: BMW / Sony Pictures When a premium car brand like BMW says it has a "special surprise" in store for drivers, I'd expect something more luxurious than having a movie commercial beamed onto the dashboard. That's exactly what's happening to many BMW owners, however, who are being shown banner ads for Spider-man: Brand New Day on their Control Display upon starting the vehicle.