Spider-Man is swinging into a new era—and he’s bringing BMW along for the ride. In the official promotional film for Spider-Man: Brand New Day, the all-electric BMW iX3 takes centre stage in a clever, action-packed teaser that blends everyday life with superhero spectacle. The short film, titled “The Big Screen,” opens with a father and son watching breaking news from New York City. A tank is rolling through the streets, and Spider-Man is in pursuit. The young boy spots the web-slinger on a nearby building and excitedly points him out. His dad, however, dismisses it as nothing more than cool street art—until Spider-Man himself lands squarely on the bonnet of their BMW iX3.
“Told you,” the boy says with a knowing smile.
The moment captures the spirit of the partnership: the ordinary world of a family and their electric SUV suddenly colliding with Marvel’s most agile hero. The BMW iX3 doesn’t just appear as product placement—it becomes part of the scene, durable enough to handle a superhero’s dramatic arrival and stylish enough to feel right at home in the cinematic universe.
The Teaser That Steals the Scene
Spider-Man: Brand New Day, directed by Destin Daniel Cretton and starring Tom Holland, hits cinemas exclusively on 31 July 2026. Four years after the events of No Way Home, Peter Parker is living as an adult whose identity has been erased from the memories of everyone he loves. He continues fighting crime in a city that no longer knows him, while facing a dangerous mutation and a new, formidable threat. The film also features Zendaya, Jacob Batalon, Jon Bernthal, Mark Ruffalo and others.
BMW’s involvement goes far beyond the teaser. Both the new BMW iX3—the first model of the brand’s Neue Klasse generation—and the BMW 5 Series Sedan are woven into the actual plot of the movie. The partnership highlights advanced technologies such as the BMW Panoramic Display, sophisticated driver-assistance systems, and the dynamic capabilities of Sport Mode, aligning the cars’ “new beginning” with Spider-Man’s own fresh chapter.
A One-Off Marvel and Extra Surprises for Drivers
To celebrate the collaboration, BMW created a one-off show car: the BMW iX3 Flow – Spider-Man: Brand New Day. This unique vehicle uses groundbreaking full-colour E Ink Prism technology to transform its exterior with dynamic, animated graphics inspired by Spider-Man’s movements, energy and visual world. After making its debut at the film’s premiere, the special iX3 is on display at BMW Welt in Munich until September.
BMW owners also get a treat. From the film’s premiere through 10 August, suitably equipped vehicles in participating markets can access an exclusive Spider-Man animation. Starting the car triggers a festive banner on the Control Display; selecting it launches a full-screen animation complete with soundtrack and ambient lighting effects.
The promotional video itself has already drawn millions of views, with audiences responding to the playful father-son dynamic and the seamless integration of the BMW iX3 into the action. It’s more than a traditional car commercial—it’s a short story that feels at home in the Marvel universe while showcasing the iX3’s modern electric mobility.
As Bernd Körber, Senior Vice President of BMW Brand and Product Management, put it: “The launch of the Neue Klasse and Spider-Man: Brand New Day could not be more fitting. Both stand for a bold new beginning.”
Whether you’re a long-time Spider-Man fan or simply excited about the next generation of electric vehicles, this collaboration delivers a stylish reminder that sometimes the best way to swing into a brand new day is from the hood of a BMW iX3.