I've never been a fan of advertising that feels they have to put down another brand in order to sell their own, so when Audi displayed this billboard in Santa Monica, California BMW responded in what I feel to be the perfect way. The ad agency behind BMW's bold response was Juggernaut Advertising, a small independent agency based in Santa Monica, showing small agency's can do great things. The billboard battle was even told in Art an Copy, a documentary about the world of advertising. The billboards were placed across the street from one another creating an immense amount of tension. Audi's rebuttal was weak and poorly executed, showing the risks of challenging another brand to a duel in ads.
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