I don't think I've ever had an outdoor board as my Ad of the Week before, but this one really grabbed me. It's brilliant in it's message, it's positioning and size. This is a nod to the media people as much as the creative team. And to whoever was keeping aware of the local landscape.
Apparently there was an Audi outdoor board that showed their new answer to luxury cars and had the words "Your Move, BMW." Well, the local BMW dealer made their move and it was a good one. They bought a bigger board right across the street and put their answer on it. And their message was "Checkmate" - game over. I don't know if it was actually the local dealership or the brand made the move and tagged it with the local dealer. Either way, nicely played, BMW, nicely played.
Santa Monica BMW - "Checkmate"
Reminds us all to be careful when poking the giant with a stick. Sometimes they wake up and poke back. What good rebuttle ads have you seen?
Mike McClure, Exec Creative Director
Hahaha, bravo to those who came up with the 'Checkmate' ad! That just shows how you can beat competitors with wordplay and a clever picture. I'm sure this will have a huge impact in the sales of BMW.
Posted by: Dante Mallet | February 16, 2012 at 07:55 AM