BMW might have one of the best car logos, but maintaining a luxury brand takes a lot more than visual identity. It's the entire experience, and being pushed to watch an advert for a superhero movie isn't traditionally part of that.
According to carmaker, the controversial BMW Spider-Man video that it beamed into people's cars isn't an advert. It's a "festive animation" that was intended as a "surprise" gift for customers. What's most surprising people is BMW apparently not understanding that people don't buy a luxury car to be made to feel that they've just downgraded to the cheaper subscription tier on Netflix, or the free tier on YouTube.
