SloveniaBMW has been testing drivers' tolerance for advertising in cars by displaying a 19-second ad for the movie 'Spider-Man: No Way Home' on the iDrive screens of some vehicles between July 27 and August 10. The campaign was part of a global effort by Sony and Marvel, and BMW's involvement was intentional due to the brand's prominent role in the film. The ad included background music and ambient lighting in the cabin, which required the car to be stationary to activate. Many drivers were unimpressed, criticizing the idea of paying tens of thousands, or even over 100,000, euros for a vehicle that then displays third-party advertisements through built-in equipment. Similar practices have been reported with other brands like Tesla and Stellantis, while Ford reportedly patented a system that could tailor ads based on driving data such as location, speed, and route.
Bias read (Center): The article presents the situation objectively, discussing both the implementation of in-car advertising by BMW and the public reaction to it. It does not take a clear stance on whether this practice is positive or negative but rather reports on the phenomenon and related industry trends. There is a
