Audi posts a billboard of the A4 with the copy "Your move BMW."
BMW posts a billboard of its 3-series with the headline "Checkmate."
Audi follows up BMW's billboard with one of its RX cars with the headline "Your pawn is no match for our king."
And then BMW ties a blimp to that Audi billboard with its F-1 car, "Game over."
Stella puts up billboards praising their branded glassware as a "Chalice not a glass"
Newcastle puts up a nearby billboard asking, "Who uses the word "Chalice"?"
And releases the following TV creative as part of its "No Bollocks" campaign.