An interesting advertising war is playing across a handful of billboards in Santa Monica, California. This new ad “war” is actually a continuation of a 2006 print campaign that started between Audi and BMW—the product of an inherent rivalry even before then.

Audi’s corporate advertising department initiated the most recent battle with its “Your move, BMW” billboard.

BMW’s “Checkmate” message followed (across the street, no less). Interestingly, though, the response didn’t come from BMW’s headquarters, but a local Santa Monica dealer, who was approached by Juggernaut Advertising with the idea of the comeback ad.

You’d think with a name like Jim Schlichting (pronounced: Sch-lick-ting), my co-workers (being the creative bunch that they are) would be able to conjure up a clever nickname or two. Well they haven’t, and they gave up. Perhaps, it’s just too easy, or they felt too pressured, or the names were inappropriate?

At any rate, we have a slight dilemma at HuebnerPetersen. There are two Jim’s in the office, and it’s becoming an identity issue for us.