BMW’s in-car Spider-Man ad is villain behavior

宝马在车机系统植入《蜘蛛侠》广告，这种行为简直是“反派”行径

My commodification-sense is tingling. With great power comes great responsibility… to not justify ads in the name of movie promotions. 我的“商业化雷达”在作响。能力越大，责任越大……但这种责任不应该成为以电影宣传为名植入广告的借口。

When a premium car brand like BMW says it has a “special surprise” in store for drivers, I’d expect something more luxurious than having a movie commercial beamed onto the dashboard. That’s exactly what’s happening to many BMW owners, however, who are being shown banner ads for Spider-man: Brand New Day on their Control Display upon starting the vehicle. 当像宝马这样的高端汽车品牌声称要为驾驶者准备“特别惊喜”时，我期待的应该是某种更奢华的体验，而不是在仪表盘上看到电影广告。然而，许多宝马车主现在正经历着这一切——当他们启动车辆时，中控显示屏上会弹出《蜘蛛侠：崭新的一天》（Spider-man: Brand New Day）的横幅广告。

In a statement to The Autopian, BMW confirmed that the ads are definitely real, serving as part of “a broader brand partnership” with the new Marvel movie. BMW’s own announcement also confirms that the ads are running from July 27th until August 10th, and reveals how widespread they are: “These festive animations will be available in more than 70 countries worldwide for vehicles equipped with the relevant optional equipment and BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X, as well as a production date after 7/2020.” 宝马在给《The Autopian》的一份声明中证实，这些广告确实存在，是其与这部漫威新片“更广泛品牌合作”的一部分。宝马官方公告也确认，广告投放时间为7月27日至8月10日，并披露了其覆盖范围：“这些节日动画将在全球70多个国家上线，适用于配备相关选装设备、搭载宝马操作系统 7、8、8.5、9 或 X，且生产日期在2020年7月之后的车辆。”

Tapping on the ad displays a full-screen animation of Spider-Man swinging around BMW’s iX3 electronic SUV, complete with music, and even a “light show” if your car has an ambient lighting system. If you choose not to play the ad immediately, it’ll be added to the infotainment display as an app that you can view later. 点击该广告会播放一段全屏动画，展示蜘蛛侠在宝马 iX3 电动 SUV 周围穿梭，并配有音乐；如果你的车配备了环境氛围灯系统，甚至还会触发一场“灯光秀”。如果你选择不立即播放，它会作为一款应用程序添加到信息娱乐显示屏中，供你稍后查看。

While the animation itself doesn’t play automatically, BMW owners across social media are understandably disgruntled about advertising content being funneled into vehicles they’ve paid for — especially given BMW Group’s Senior VP, Stephan Durach, explicitly said the company wouldn’t do so. BMW has released seasonal display animations for Halloween and Christmas before, but referring to these Spider-Man ads as “festive” is really taking some liberties. 虽然动画本身不会自动播放，但社交媒体上的宝马车主们显然对这种将广告内容强行塞进他们已付费购买的车辆中的做法感到不满——尤其是考虑到宝马集团高级副总裁 Stephan Durach 此前曾明确表示公司不会这样做。宝马此前曾发布过万圣节和圣诞节的节日显示动画，但将这些《蜘蛛侠》广告称为“节日动画”实在有些牵强。

We’ve seen similar behavior from Stellantis in the past, with pop-up ads appearing in Jeep, Ram, and Chrysler vehicle displays, but it’s surprising to see a luxury car maker like BMW following that precedent. Then again, this is the same company that tried to charge its customers a monthly subscription to use heated seats that were already installed, so maybe it isn’t that surprising. 我们过去曾见过 Stellantis 集团有过类似行为，其旗下的 Jeep、Ram 和克莱斯勒车机屏幕上曾出现过弹出式广告，但看到像宝马这样的豪华汽车制造商也效仿这一先例，确实令人惊讶。话又说回来，这可是那家曾试图向客户收取月费以使用已安装座椅加热功能的同一家公司，所以这或许也没那么令人意外。