The promotional campaign for the latest Spider-Man film feels impossible to avoid—especially if you drive a BMW. Drivers of the German luxury marque’s vehicles have been bombarded with ads for Spider-Man: Brand New Day on their infotainment systems. Unsurprisingly, this has led to a fierce backlash, due in part to the automaker’s previous pledge to not utilize in-vehicle advertising. Since late July, drivers of newer-model BMWs have been treated to banner ads depicting the costumed star of Sony’s latest blockbuster on their infotainment systems. Whatever your feelings about Spider-Man’s takeover of BMW iDrive, there’s no denying that Sony has been quite effective in its efforts to market the latest Spider-Man film.