Audi wants fans to respond to BMW’s famous billboard

Interesting | April 17th, 2009 by 13
audi bmw response

Talk about letting things go….instead of taking this like real men, the folks at Audi decided to “strike back” after they literally got owned by …

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Talk about letting things go….instead of taking this like real men, the folks at Audi decided to “strike back” after they literally got owned by the now famous “Checkmate” billboard put up by Santa Monica BMW.

The famous went up a few days ago and it has been since then taken down since the space was billboard space was rented for two weeks only. The “BMW M3: Checkmate” slogan spread all over the internet within hours after it was put up and it was the most viewed article ever on our blog as well. (Digg count stopped at 3,500 votes).

So, Audi, instead of letting this one go, they decided to ask their fans for help and created a Facebook page where users can submit their own version of the billboard. Sometimes it’s OKAY to let things ago, especially since Audi has been poking at BMW for months now, starting with the Meet the Beckers video series and then the Superbowl Ad.

You can’t win it all Audi and that chess game ended two days ago!

Here are some “attempts” at being funny. The first one is an official Audi billboard, the others are just photoshoped.

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13 responses to “Audi wants fans to respond to BMW’s famous billboard”

  1. stars9texashockey says:

    Admittedly a biased BMW owner here (’85 535is, ’06 525i) but nonetheless think the Audi A5 is drop-dead gorgeous—makes the 3 coupe look frumpy and dated. BUT after driving one yesterday, my message to Audi is keep aiming for BMW because you’re not there yet.

  2. Eric says:

    FYI, as of this morning, BOTH billboards have changed. The Audi one was changed to a front view of the R8 with the slogan” Time to check your luxury badge. It may have expired.” Not quite the “touche!” we were all looking for, and now the M3 ad is a completely unrelated ad for Barney’s Co-op department store. Guess the billboard war was short but sweet…

  3. dr says:


  4. Lance says:

    Just a quick note: The R8 actually looks ugly comared to the M3. And why should I check my luxury badge? I know BMW is genuine and real BMW from top to bottom, inside out. Yet Audi??? BMW should say: REAL PREMIUM HAS NO EXPIRY – IMITATIONS ARE FADS. Audi’s badge, afterall, is on the same level as VW, just like their cars – highly overrated

  5. Lance says:

    @stars9texashockey: Absolutely agree with the driving dynamics – A5 is like driving a VW Jetta. As for design, I think it is a bit weak with bits of ugliness. The long sweeing lines are weak, the front looks like a smudged cat face and teh rear is just disguisting – smudged maeup with stretched eyes. Yet, it is th best looking Audi…. and no, the R8 looks like a mouse to me and is certainly theworst looking car in its class – hunch back!

  6. Gord says:

    Umm Audi you do realise good cars (which you have) will make you money ? Not an ad war.

    Why does Audi NA try to make you think their badge is better then the rest ?

  7. dmlgc says:

    “Time to check your luxury badge”……….
    This is the problem I’ve always had with audi, they charge luxury prices but don’t have the creds to go with it. I don’t see many audis over 5 years old running around but I do see lots of bmw’s from 5 to 25 years old. I think it’s time audi “checked their creds”.

  8. Ale says:

    “Time to check your luxury badge. It may have expired.”

    I can´t belive they came with that anwser! I was expecting a lot more from them. Its not funny, and it hardly makes sense, specially when the BMW billboard is not even there any more.
    Wrong anwser, wrong timing…

    “Time to check your humor badge, it has clearly expired…” (BrAff)

  9. Matski says:

    Hmm, Audi appeals to the badge-whore clan?

  10. tony says:

    its funnhy when Audi has to compare an M3 with an V8 version R8.They almost have the same performance.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
    But the M3 is half the Price,..!!!!!!!!!!!!!!!!!!!!!!!!!!! R8 is all looks n no show…
    SOrry Audi fans,I admit it looks nice,but BMW is in a Nother league,..!!!
    same example for the RS6 comparing it to the M5 or the M6….
    M5 maybe,…but the M6 noway!!!!!!!!!!!!!!!!!!!!!!!!!!!!
    Work Harder AUDI.

  11. Boyce says:

    Wow, wat a poorly written blog. Obviously biased, i agree. I almost took your writings seriously hahah. But yea, the chess billboards were funny, but i don’t think Audi made the “luxury badge” one out of grudge, just another ad. lol They’re both good car brands

  12. china man says:

    in china i drive audii

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