BMW v. Audi

I first saw this particular outdoor billboard ad campaign on AutoBlog a couple of months ago.

I wasn't thrilled with the way it was presented.

But now . . . !!!

If you prefer the "slow reveal":



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Or:
Someone said that Santa Monica BMW is directly across the street from the original Audi ad. So what could they do besides respond?

And it seems they have pwned Audi.

And now, how can Audi reply?

BMW: "All your base are belong to us!"

Question: How could Audi have played the game so they couldn't be checked or mated?