Advertising is about getting a message out, and it's even better when that message manages to entertain its audience. The best example I have seen in a long time? These billboards, positioned on the corner of Santa Monica Blvd. and Beverly Glen Blvd. in Southern California.
Audi started the war of words, posting the billboard that says "Your move, BMW" above a new A4. Rather than ignore the challenge, BMW opted to fire back with just one word: "Checkmate."
This, for the time being, ceases the fire. Point: BMW -- in a major way.