BMW brings modern mobility to Spider-Man: Brand New Day
The collaboration links the BMW brand with one of the world’s most successful film franchises.
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Spider-Man: Brand New Day, the latest instalment in one of the world’s most successful film franchises features the new BMW iX3, the first Neue Klasse model, and the BMW 5 Series Sedan.
Both vehicles are not only visible, but woven into the plot of the new film, enabling them to connect with a global fan base. The partnership underlines the BMW commitment to combining innovation, technology and cultural relevance.
Spider-Man is one of the world’s most popular superheroes, and the films attract a cross-generational audience of millions. Unsurprisingly, the latest instalment is generating a great deal of attention. The official trailer alone set a new benchmark, becoming the first movie trailer to surpass one billion views in four days. Bernd Körber, Senior Vice President BMW Brand and Product Management, says: “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.”
Credits
View on- Agency Jung Von Matt/Hamburg
- Production Company Parasol Island
- Director Hot Icarus
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Credits
View on- Agency Jung Von Matt/Hamburg
- Production Company Parasol Island
- Director Hot Icarus
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Jung Von Matt/Hamburg
- Production Company Parasol Island
- Director Hot Icarus
Campaign featuring the teaser film The Big Screen brings together the worlds of BMW and Spider-Man. The teaser film The Big Screen centres on a father and son watching the news about Spider-Man while their BMW iX3 is charging. When the boy suddenly spots the superhero on a skyscraper, his father initially thinks it’s just a bit of Spider-Man graffiti. But seconds later, Spider-Man actually lands on the bonnet of the BMW before returning to his mission. With a confident smirk, the son says to his father: “Told you.”
The car’s features blend seamlessly into the plot, supporting the story rather than taking centre stage. The result is far more than a traditional co-branding exercise: it’s a campaign that combines entertainment with innovation, the thrilling, action-packed world of Spider-Man with the new BMW models. Filmed in London with Spider-Man stunt double Luke Scott, the teaser was directed by the duo Hot Icarus and produced by Parasol Island. Jung von Matt Hamburg developed the campaign in collaboration with BMW. The global entertainment collaboration was developed in partnership with UEG, BMW’s global lead entertainment agency.
