It all started when BMW released an advertisment for its new 3-series and congratulated Audi for winning the South African car of the Year award.
That was certainly an esteemed honor in it's own right, however, BMW signed the congratulations with the line, "From the winner of the world car of the year award 2006." Ouch!
Audi's PR team were quick to react and fought back superbly. They parried BMW's thrust with an ad proclaiming that the "world car of the year award" was OK, but we have won the Le Mans 24 hour race for six consecutive years. Touché!
Then, out of the blue comes Subaru. Sensing that the public spat was generating considerable attention, Subaru ran an ad proclaiming, "Well done to Audi and BMW for winning the beauty contest. From the winner of the 2006 International Engine of the Year Winner." Clever.
And just to stress that some are above the childish fray (by joing in?), Bentley, who are under the same VW umbrella as Audi, told the world what they thought by running their their own provocative advertisement. We bet that it took a few high level management meeting to get this passed!
All in all it made for quite entertaining advertising and we are all for that.