BMW has reportedly started putting advertising directly inside its cars, with Spider-Man promotional content appearing on the dashboard alongside full-screen animation, music and ambient lighting. What was once promised to be a space free from advertising is now becoming another screen BMW can use to reach drivers, raising major questions about where the line between a car and an advertising platform really is.

In this video, we look at BMW’s new in-car advertising strategy and its controversial history of putting features behind subscriptions, including heated seats, extra horsepower and rear-wheel steering. Is this just a one-off promotional experiment, or the beginning of a much bigger shift toward advertising inside your car? We break down what it could mean for BMW owners and the future of connected vehicles. For more content like this one follow us also on Facebook, Pinterest or Instagram!