BMW and Audi are dueling again, but this time, onto the “marketing battle field”. And what would be the best place to do so other than the one of the top states when it comes to car luxury sales: California.

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On the corner of Santa Monica Blvd. and Beverly Glen Blvd, Audi has put up some billboards showing the all new Audi A4 along with the headline: “Your move, BMW”.

Santa Monica BMW, a local dealership, took on the challenge and entered a virtual chess game ….of course, with cars.

But which one is the king though? Will it be the BMW M3 Coupe or the Audi A4? Fair comparison? Probably not, but it’s all fun in the end.

Press Release

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.

P.S If anyone can come up with a better ad in response to Audi’s billboard, we will gladly post it here. Let’s see some creativity!