Comparative advertising can be a double edged sword, as Audi surely must have found out after putting up its outdoor work in Santa Monica last year. I was reminded of this ad work during a recent sweetgreen brainstorming session. Here is the press release about it:
Juggernaut Advertising, an independent advertising agency headquartered in Santa Monica, CA, has initiated a tactical outdoor marketing campaign on behalf of BMW of Santa Monica. The campaign is in response to Audi’s current billboards challenging BMW with the headline “Your move, BMW.”Juggernaut Advertising’s creative work features the BMW M3 with the headline “Checkmate.” and is positioned prominently within the same sightline to westbound traffic as the Audi ad. Juggernaut approached BMW of Santa Monica after identifying a unique and immediate geographical opportunity along the highly trafficked Santa Monica Blvd. corridor between Beverly Hills and Santa Monica.
“When we heard the idea, we loved it and couldn’t resist going forward,” says Del Montell, Jr. of Santa Monica BMW.
My favorite aspect of the work is that it was opportunistic and NOT done by BMW’s agency of record. It should also serve as a reminder of the power of smaller nimble ad agencies who are simply closer locally to the client and the customers. Check out a photo below.
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