One thing that I personally love about the advertising industry is that you can pretty much do anything as long as you think of it first. Along with that based on similarity between many products such as computers, soda and cars, there is bound to be some type of rivalry. This picture was taken on Santa Monica Blvd by a friend of mine on her way to work is a good example of this. After seeing the photo that had been mobile uploaded to her Facebook. I wanted to know how this mini advertising war came about, other than the fact that Audi decided to call BMW out. When looking online I came across a few websites with the first picture, one of which talked about the agency behind BMWs new advertisement (http://www.bmwblog.com/2009/04/13/billboards-war-bmw-vs-audi/).
What did I find out?
That the challenging advertisement was created by Juggernaut Advertising, an independent agency located in Santa Monica, CA. Juggernaut Advertising saw an opportunity for BMW after seeing the Audi advertisement and identifying a unique opportunity in which they would be able to occupy the billboard directly across from the Audi billboard and within the same sightline. The agency approached BMW of Santa Monica with their idea and location.
If you are unable to see the Audi billboard in the picture it has the headline “Your move, BMW.” In response the advertisement created by Juggernaut features a BMW M3 with the headline “Checkmate.” In the second picture shown Audi has place another billboard next to the one by BMW with the headline “your pawn is no match for our king” and BMW came back with a Blimp saying “gameover”. I’m not sure that there will ever be a clear winner of this war but it does strike creativity and exposure do to the interest in what the newest comeback will be. I can say that I am personally excited to see what comes next.