BMW: Checkmate

Advertising Agency: Juggernaut, USA

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53 comments

Guest's picture
Guest

Oh baby, I'm feeling so sexy today.

ivan's picture
ivan

That's good to hear! How about the ad above? ;)

Ivan Raszl, admin of AotW

Guest's picture
Guest

interesting approach : )

Guest's picture
Guest

Ha ha. Good reply to a crap ad from audi. Normally you wouldn't bother replying to a crap competitive ad, but this really stuck it to them. :-)

Reminds me of many years ago, Kawasaki ran a billboard campaign in California with the tagline "Follow the leader." Chiat day bought sites next to their billboards for their client Honda motorcycles, using the tagline "Don't follow anyone."

Guest's picture
Guest

or they could've said "follow us"

bknowlden's picture
bknowlden
3647 pencils

I saw this earlier in the week, really great. Nothing substantial in the idea really, just relevant quick thinking.

I bet it'll make some of the books, good job juggernaut.

mattattaxx's picture
mattattaxx
273 pencils

this isn't the first time these two have 'sparred' off like this.

Guest's picture
Guest

Excelent timing!. Location, location, location.

jonybeta's picture
jonybeta
364 pencils

Excelent timing!. Location, location, location.
Zafra/JonyBeta.
http://micorazontusmanos.blogspot.com/

Jonathan Betancur
rockvertising.com
twitter.com/jonybeta

gmint7's picture
gmint7
2685 pencils

:::J:::

hmm
like the quick come-back idea, it's creative
but i don't get.. why 'checkmate' ???

it's like a bad comeback line that silences the room.

maybe i'm jus being critical.. sorry.

:::J:::

Guest's picture
Guest

Well, Adui's ad says: " BMW your move ..."
And BMW answers: "Checkmate."

Guest's picture
Guest

in chess, checkmate is when you have your opponent's king captured. it's game over. now do you get it?

gmint7's picture
gmint7
2685 pencils

:::J:::
i know chess,

now, and what in the ad or the comeback that shows any significance that the king's( audi ad in this case) checkmate'd?

There are plenty of billboards left u know, if you know what i mean...

:::J:::

mattattaxx's picture
mattattaxx
273 pencils

the audi itself doesn't even need to be the king, the company can be the king which is in checkmate. The idea is BMW believes their car is so superior that audi can't counter it, which is why it's a checkmate.

Besides that, Audi already came up with a rebuttal, and it references the Audi R8

gmint7's picture
gmint7
2685 pencils

:::J:::

i just thought that a checkmate is when you are completely defeated. I thought not so, coz Audi can easily "rebutt" the strike.
Which is cool if you said so, a link will be fantastic.

:::J:::

pork_eater's picture
pork_eater
662 pencils

just ask for it (or take 2 minutes to google it)

http://www.carthrottle.com/audi-responds-to-bmws-response/

It's sometimes smarter to accept the defeat...

pork_eater's picture
pork_eater
662 pencils
gmint7's picture
gmint7
2685 pencils

:::J:::

LOL, thanks for the link pork_eater.

Bentley one is the best. is that real??

:::J:::

sebascmb's picture
sebascmb
62 pencils

great ideaaaaaaaaa

StarlaY's picture
StarlaY
310 pencils

what a great respond!don't u just love the competition spirit...

“Inspiration exists, but it has to find us working.” Picasso.

“Inspiration exists, but it has to find us working.” Picasso.

pork_eater's picture
pork_eater
662 pencils

For sale : Brand new Audi A4...
;)

Guest's picture
Guest

Media Buying Win!

Guest's picture
Guest

I thought Audi and BMW belonged to the same company?

slowrider's picture
slowrider
648 pencils

audi belongs to the volkswagen-group

one should not take life so seriously - as one will not come out of it alive.

pork_eater's picture
pork_eater
662 pencils

your cd is not a company dude

adjunkie375's picture
adjunkie375
42 pencils

lol! what a come back! :)

Guest's picture
Guest

i wonder if Juggernaut bought both media placements in advance, and put up the Audi billboard themselves just so they could put up the BMW one afterwards.

premc's picture
premc
917 pencils

it's great > 7/10 !

radical

Guest's picture
Guest

it's brilliant, might have been better if they made the idea more clearer. maybe parking the BMW face to face with an unidentified car, and then saying checkmate

mattattaxx's picture
mattattaxx
273 pencils

... the 'other car' is in the Audi ad. It's extremely clear.

pork_eater's picture
pork_eater
662 pencils

"brilliant... but might have been better"
Are you kidding me ?

Don't you think dude that if they had parked the bmw face to another unidentified car, then it wouldn't have been an answer to the audi billboard but to another -unidentified- company and then totally crap ?

No wonder you're still driving a skoda, (check)mate...

Black Fauns's picture
Black Fauns
137 pencils

touche!

The J Man's picture
The J Man
38 pencils

Love it. I think back in 2004, BMW took on Jaguar with billboards too right?

mattattaxx's picture
mattattaxx
273 pencils

BMW, Audi and Suburu all sparred in Magazine ads I believe. Audi sort of had the last laugh in that situation when they started referencing their 4 straight LeMans victories, which has several BMW's in it.

Tonits's picture
Tonits
349 pencils

K.O.

Por eso no me gusta la publicidad que se apoya en otra marca. Ahí tienen una lección gratis.

Guest's picture
Guest

Great one, I like it.

TRICKY's picture
TRICKY
3936 pencils

BMW rules

The man who stops advertising to save money is like the man who stops the clock to save time

chinaski's picture
chinaski
951 pencils

Audi is owned.

corndogfuneral's picture
corndogfuneral
1053 pencils

NIce.

lasirenita's picture
lasirenita
42 pencils

audi fail

hari.'s picture
hari.
375 pencils

Thats Some Great Hat, Harry

Guest's picture
Guest

ok. i got it.. AUDI is a KINg!

Blair Semenoff's picture
Blair Semenoff
651 pencils

Good one

Guest's picture
Guest

Muy bueno. Me gusta mucho. Congratulaciones.

Zgru's picture
Zgru
28 pencils

Ads war...

Guest's picture
Guest

WHENEVER A PREMIUM BRAND DOES SOMETHING LIKE THIS, I ALWAYS WONDER WHAT IT'LL DO TO THE BRAND IN THE LONG RUN. AUDI STARTED THE LITTLE COCK FIGHT BY POINTING OUT BMW. BMW CAME BACK WITH A NICE HEADLINE BUT USING A PRODUCT THAT'S NOT IN THE SAME CATEGORY A4 — THE M3 (OVER 300 HP). THEN AUDI COMES BACK WITH THEIR R8 (A SUPER CAR THAT RIVALS LAMBORGHINI — WHICH BMW DOESN'T EVEN MAKE, YET).

IMAGINE PUTTING MIKE TYSON UP AGAINST AN AMATEUR BOXER. NOT REALLY FAIR. IT WOULD HAVE BEEN EVEN FUNNIER IF BMW CAME BACK WITH A 1 SERIES, AND STILL USING THE SAME HEADLINE...

Guest's picture
Guest

just perfect

Guest's picture
Guest

f*ckin' respect

Guest's picture
Guest

Bmw: "checkmate."

Audi: "In your dream."

Guest's picture
Guest

i like i am an ad lover

ak24's picture
ak24
3 pencils

Best Billboard war ever ;) I love BMW answer they just wiped Audi

tridipnandi's picture
tridipnandi
220 pencils

just 2 much...

Guest's picture
Guest

Audi messed up by having BMW's name in the ad to begin with. BMW not only answers, but stands alone.

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