BMW has enraged customers by sending ads for Spider-Man: Brand New Day directly to in-car infotainment systems. BMW sent out a press release highlighting the ad campaign in late July, claiming it was an "exclusive Spider-Man animation" that was a "special surprise" for BMW owners. In response to complaints, BMW told The Autopian the Spider-Man animation is not an ad and is "part of a broader brand partnership with the film." BMW vehicles also appear in the Spider-Man movie. The BMW notification is part of the default in-car operating system, and it does not appear as part of ‌CarPlay‌.