David Schweidel, a marketing professor at Emory University, told Newsweek that, "given the luxury positioning of BMW, [the advertisement] can certainly come across as cheapening the brand to consumers." ...BMW and the 'Spider-Man: Brand New Day' AdBMW has displayed a banner promoting Spider-Man: Brand New Day in BMW iX3 and BMW 5 Series Sedan vehicles since July 27, the German auto giant said in a press release. The partnership underlines the BMW commitment to combining innovation, technology and cultural relevance,” BMW said in a July 28 press release. He added, "When you start a BMW, it shows you an ad for Spider Man. Paul Graham, co-founder of Y Combinator, wrote on X, "I'm never buying a BMW,” in response to the advertisement.