Fancy a game of Chess?

BMW makes an audacious move here in its battle against rival Audi. The latter apparently erected a billboard taunting, "Your move, BMW," for its redesigned 2009 A4, on a thoroughfare in Santa Monica. Shortly thereafter, in a bit of inspired luxury auto one-upmanship, signage for BWM's M3 sedan appeared across the street with the line, "Checkmate." It's a fun, in-your-face concept that's fast earning kudos in auto and ad media worldwide. (Juggernaut Advertising, an independent agency in Santa Monica, created the response ad for BMW of Santa Monica.) Audi should just shrug it off and respond with an ad proposing "Two out of three?"

- Tim Nudd AdFreak