BMW Checkmates Audi Ad

Not much more needs to be said beyond what the video says for itself. BMW once again outshines Audi. Here ‘s the press release from the Juggernaut Advertising that ran the local campaign:

Juggernaut Advertising, an independent advertising agency headquartered in Santa Monica, CA, has initiated a tactical outdoor marketing campaign on behalf of BMW of Santa Monica. The campaign is in response to Audi’s current billboards challenging BMW with the headline “Your move, BMW.”

Juggernaut Advertising’s creative work features the BMW M3 with the headline “Checkmate.” and is positioned prominently within the same sightline to westbound traffic as the Audi ad. Juggernaut approached BMW of Santa Monica after identifying a unique and immediate geographical opportunity along the highly trafficked Santa Monica Blvd. corridor between Beverly Hills and Santa Monica.

“When we heard the idea, we loved it and couldn’t resist going forward,” says Del Montell, Jr. of Santa Monica BMW.

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  • Dan

    Well played… well played.

    I love it!

  • Dylan

    Brilliant. Wonder how long Audi will leave their ad up. I’d pull it immediately.

  • Zoro

    Perfect!! Suck it Audi, with your lame LED lights.

  • Way to think two steps ahead Audi…. kind set yourself up for that one; just like real life and your cars; always 2 steps behind.

    The other funny thing is that Audi only has 2 new models being redesigned in the near future where BMW will have 22 new models by the end of 2010… so the ad is very near sighted.

    I would call that a checkmate.

  • The ad is a very good response from BMW, perfectly executed as well. However I reckon making inroads into BMW’s market share is enough to keep underdog Audi smiling for now…

    http://www.bimmerfile.com/2009/04/01/bmw-usa-sales-down-24-for-march/ http://www.fourtitude.com/news/publish/Audi_News/article_4804.shtml

  • Mark

    Jesus I’m as big a BMW fan as anyone but talk about blinkered fanboyism. If Audi countered a BMW 3 series ad with a billboard of an RS4 and the caption ‘PWND’ or whatever everyone would be up in arms that it was hardly a like for like comparison. This situation is no different. Oh and by the way as for Audi lagging sorely behind the new S4 complete with new sport diff looks extremely interesting. I’ve worked for both companies and the level of sheer stupidity that comes from the most fanboyish of each brands enthusiast really is pathetic. BMW and Audi both do different things exceptionally well. What would I rather bring to the track or drive every day in a mild climate? With the exception of the R8 and new R8 V10 then it’d be a BMW every time. What would I rather put my children in the back of and drive daily in a climate that gets any decent amount of inclement weather? I’ll have a 2010 6sp manual S4 with sport diff and drive select please. Chip it, exhaust and intake and you’ve got a 400bhp sleeper on your hands. Sorry for the essay just trying to add a little balance.

  • NEWDL

    So I saw this billboard on Santa Monica Blvd around October…I was slightly disappointed having not seen a response from BMW when I was back in L.A. at the end of March. It is great to see such a strong return from a much better company…Just wish they did not wait so long…

    (not to say that you could build a billboard on a rooftop in california any quicker…earthquake structure is not cheap or easy to build)

  • Nick

    that was great haha, thanks for posting 🙂

  • rofl. HAHAHAHA. wow. I gotta go down there and take a picture.

  • Well said Mark!

  • 87MmM6

    Well played indeed. I saw one of these signs and had wished I had seen a come back ad. I have nothing against Audi, but I love me Bimmers! That is the kind of playful competition I wish we would see more often.

  • 87MmM6

    Well played indeed. I saw one of these signs and had wished I had seen a come back ad. I have nothing against Audi, but I love me Bimmers! That is the kind of playful competition I wish we would see more often.

  • kevin

    You guys are a bit late on this one. It appears Audi replace the A4 ad with an R8 and BMW has taken the M3 down.

  • Kevin- not sure what you are referring to? The story is old now and the ads were replaced during the past week. None the less it was amusing.

  • TEI

    Both Cars are Great!