This might be old news for some, but I came across this image while perusing the web and nearly fell off my chair laughing! Serves Audi right. At the same time, it would be cooler if the owners of the two Santa Monica dealerships were friends, but that seems unlikely.
This ad actually reminded me of scenarios I have faced during my years in business. I have never found it beneficial for people to seek defamation unless in a facetious way (perhaps this is applicable). I think it is wiser to make friends (even with “competitors”) than to make enemies.
For those who have trouble reading the billboards, it reads “Your move, BMW.” by Audi and “Checkmate.” by BMW. Pay attention to the details 
- horizontal vs. vertical
- white background vs. black background
- black car vs. white car
- white text vs. black text
- regular font weight vs. bold
- correlating logo positions
Fun times,
Lawrence Chan
P.S. Would you rather have an Audi or BMW? With this ad, I’m with the Ultimate Driving Machine. Vroooom!
{ 29 comments… read them below or add one }
too awesome! i’ve always been a bimmer fan myself, but this completely cements it! thanks for sharing!
In life and in business, it always makes sense to make friends…not enemies. Never talk trash about the competition…you never know who’s listening.
Love the ad…you can almost hear the conversation between the ad agent and dealership owner..”You know what would be funny…:)”
HAHAHAHAHA that is freakin AWESOME! All I have to ask is where is the Mercedes, sign??? Next sign is going to be “Mercedes, no need to play games when you’re the best” LMAO
Mercedes is like “pssh… children bickering.”
Since BMW stands for Bob Marley & the Wailers, I’m all about BMW, yah mon.
As for marketing, this is brilliant. Then again, BMW has always had brilliant marketing.
On a side note, my father-in-law’s brother owns Santa Monica BMW (I’ve never met the man, but he did send us a wedding gift). I found it amusing to see their name at the bottom of the billboard.
Love that shot!
LOVE IT! The hubby & I are both BMW drivers, thanks for sharing.
loving our BMW 330i
envy :0
Having heritage from Munich I’ll alway be with the Bavarian maker…maybe we can all make friends…with the environment! Both BMW and Audi are among the furthest behind in environmental innovation and commitment of all the known car manufacturers. Neither will probably survive much longer. Too bad, their designs are unparalleled!
You’re spot on regarding the companies’ directions. I’m sure when push comes to shove, they will rebrand. That will be an interesting observation.
I will keep an eye out and make a post about it!
Love the billboards, but Robert, to make a comment like that, I think you’ve clearly overlooked a few things. First, most American buyers of these brands really don’t seem to care about the vehicle’s mileage (when whas the last time you saw a lexus LS or GS hybrid on the road?) For those that do, audi is the only brand selling a 4-cylinder in the near-lux segment, and both brands sell diesels. BMW also offers a hybrid (albeit an overpriced, performance-oriented one). Also, in Europe, both brands sell a host of models with smaller engines that could easily be brought here if need be, but they’re exempt from CAFE anyway. Each has a far better shot at “survival” than GM or Fiatsler
Oh, I’d take the beemer anyway! Sweet ride!
BMW. Been there done that with an Audi. Ugh. Thats a great image!
OOO Audi is really moving up. I’ve seen some amazing models this year.
I’m a jeep girl actually, and looking for the new convertible camaro in the spring!
BMW all the way! This is funny.. I wonder if they Audi upgraded the billboard?
love this! it’s fun and engaging… and loved the thoughtfulness with orientation, color, etc. pointing out, too, that the photography itself in this shot plays a part in the one that grabs our eye. poor audi quite literally fades into the background here.
I like my Saturn Vue!
Black background is always the way to go if you can pull it off! Nice work bmw!
The BMW ad is nicer but I’d still rather have and Audi. They are more sophisticated.
I love everything about this. Way to put the smack down.
Wow,
So wonderful !
I’d have to go with the BMW, nothing beats the shark fin.
This billboard reminds me of a billboard in Tampa. ABC Liquor bought a billboard advertisement that was directly above a competing liquor store called Total Wine and More. The ABC Liquor’s billboard read “Bait and Switch pricing is “totally” beneath us.” Talk about ruthless, haha!
mercedes is the best anyhow
As much as I love the face-off of the billboards, I’m still an Audi fan.
LOL, I just can’t help but to laugh at this one!
gotta love a company with a sense of humor
Love my BMW, only brand I’ll ever own again! (if we continue to be as lucky as we have of course
Lol! I totally missed this post. Hillarious!
I’m totally with Bimmers. My recently purchased his second Merc, a GLK, and he keeps putting down BMW, saying it’s second best. I’m always cringing because when my Acura lease comes up in 6 months, I’m eyeing the new BMW X3 that’s due out in April/May here in North America. My dad doesn’t know that of course. But I plan to park it right outside his garage.