BMW teams with Spider-Man for global campaign

The global entertainment partnership was developed with UEG, BMW's global lead entertainment agency

Jung von Matt Hamburg has developed BMW's global campaign supporting the release of Spider-Man: Brand New Day, integrating the BMW iX3 and BMW 5 Series into the film's promotional activity ahead of its cinema debut on 31 July 2026.

Created in collaboration with BMW and produced by Parasol Island, the campaign centres on the teaser film The Big Screen. The global entertainment partnership was developed with UEG, BMW's global lead entertainment agency.

Campaign links BMW with Spider-Man

The teaser follows a father and son watching news about Spider-Man while their BMW iX3 is charging. After the son spots Spider-Man on a nearby skyscraper, the superhero lands on the bonnet of the vehicle before continuing his mission. The campaign incorporates the vehicle's features into the storyline rather than presenting them separately.

Directed by creative duo Hot Icarus and filmed in London with Spider-Man stunt double Luke Scott, the film supports the integration of the BMW iX3 and BMW 5 Series into Spider-Man™: Brand New Day, where both vehicles appear as part of the plot.

Neue Klasse models feature in film partnership

BMW said the collaboration highlights the launch of the BMW iX3, the first model in its Neue Klasse range, alongside technologies including the BMW Panoramic Display, driver assistance systems and Sport Mode.

Bernd Körber, Senior Vice President BMW Brand and Product Management: "The launch of the Neue Klasse and Spider-Man™: Brand New Day could not be more fitting. Both stand for a bold new beginning and the confidence to shape what comes next. We are proud to accompany this new Spider-Man™ chapter with the BMW iX3, our first model of the Neue Klasse."

One-off vehicle and in-car activation

To support the collaboration, BMW has also created the BMW iX3 Flow – Spider-Man™: Brand New Day, a one-off concept vehicle developed with Sony Pictures and Marvel. The vehicle features animated exterior graphics using E Ink Prism™ technology and will be displayed at BMW Welt in Munich until September.

BMW is also making a Spider-Man-themed animation available in participating markets between 27 July and 10 August for compatible vehicles equipped with BMW Operating System 7, 8, 8.5, 9 or X, offering drivers a themed display, soundtrack and ambient lighting sequence.

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