BMW owners are taking to social media to express outrage that the automaker suddenly started pushing ads for Spider-Man: Brand New Day onto their dashboards. A banner touting the film first appears when the car is started, though owners have to click on the ad to see the full video. “It’s pretty clear that BMW has been trying to slowly normalize displaying ads,” they wrote. Several commenters compared the Brand New Day ad to Apple’s famously backfired 2014 stunt of putting a U2 album into the iTunes libraries of more than half a billion customers. In Spider-Man: Brand New Day, there’s also product placement for BMW when Spidey (Tom Holland) finds himself in a random civilian’s BMW and the driver activates the car’s Sport Mode.