BMW’s Bold Move Turned a Rival CEO's Retirement into a Marketing Win
In 2019, BMW did something audacious. They featured a lookalike of retiring Mercedes-Benz CEO Dieter Zetsche in an ad. The campaign showed Zetsche handing over his ID badge, driving off in a Mercedes, and then surprising the audience at the end of the spot by pulling out of his garage in a BMW i8 Roadster with the tagline, “Free at last.”
This stunt racked up 3.5 million YouTube views and earned praise from fans of both brands. As we navigate 2025, where bold moves and rivalry marketing are trending, BMW’s effort offers three lessons for any Marketing/PR pro looking to make a splash.
Lesson 1: Lean into Rivalry with Respect
BMW didn’t bash Mercedes. They honored Zetsche’s legacy with a humorous twist, saying, “Thank you, Dieter Zetsche, for so many years of inspiring competition.” and It resonated, leading social media users to call it “classy rivalry.” Consumers appreciate brands that acknowledge competitors without stepping on them.
Your move? Find a rival and craft a respectful nod. A local business could post on social media, “Thanks to our neighbors for keeping us on our toes—here’s to great days ahead for all!”
Lesson 2: Use Humor to Break Through the Noise
The ad’s humor cut through the clutter, with Zetsche driving off, then getting a BMW. It earned 3.5 million views on YouTube, with media outlets calling it “heart-touching yet humorous.” In 2025, where attention spans are short, humor can be a game-changer.
Your move? Inject humor into your campaign. A tech firm could launch a “Battle of the Bots” video on social media, pitting their AI against a competitor’s in a lighthearted challenge, grabbing eyeballs without burning bridges.
Lesson 3: Amplify Through Earned Media, Not Just Paid
BMW spent little on this campaign, relying on earned media to spread the word. The ad’s wit and timing, Zetsche’s retirement, ensured coverage in over 1,700 YouTube comments and articles like Marketing-Interactive. This cost-effectiveness is crucial in 2025, where consumers trust organic stories over ads.
Your move? Pitch your bold move to media. A service firm could stage a “fastest response” demo, inviting journalists to witness and share on social, turning a small act into a big story.
This ties to branding. BMW’s “innovative and playful” identity was on display through the ad, reinforcing their brand without a massive spend.
It’s not perfect. Rivalry can backfire if it feels mean-spirited, humor might miss, and earned media depends on timing. But BMW’s 3.5 million views and media buzz show the payoff. Any business can borrow these tactics to punch above their weight.
So, what’s your take? Do you have a rival you can nod to with respect? A humorous angle to try? Or a media pitch brewing? Share your idea in the comments below. I’m curious how you’ll make your mark!
Story 1: Audi's Classy Birthday Wish to BMW - Leaning into Rivalry with Respect
Explanation: When a major competitor celebrates a significant milestone, acknowledging it with respect and a touch of brand personality demonstrates a sophisticated approach to rivalry, fostering goodwill even among competitors' fans.
Headline: Audi's Centenary Salutation: How a Rival's Birthday Became a Masterclass in Classy Competition
Story: In 2016, BMW celebrated its 100th anniversary, a monumental milestone in the automotive industry. Instead of ignoring it or launching a counter-campaign, rival Audi took out a full-page newspaper ad. The ad featured an Audi R8 with the message: "Congratulations to BMW on 100 years of sheer driving pleasure. Audi." Below this, in smaller text, it added a playful jab: "We salute 100 years of competition. The previous 30 years were somewhat boring." They also created accompanying video advertising with a similar message.
These moves were widely praised for their sportsmanship and wit. It acknowledged BMW's legacy with genuine respect while subtly reminding everyone of Audi's own position in the luxury car market, particularly its younger, more modern appeal. This highly visible, respectful, yet clever interaction garnered significant positive media attention and online buzz, proving that even fierce rivals can engage in a way that elevates both brands and is appreciated by consumers.
Link: Audi reply to 100th BMW anniversary
Takeaway: Acknowledge significant moments for your competitors with grace and a dash of your brand's unique personality. This respectful form of rivalry can generate positive attention, showcasing your brand's confidence and good sportsmanship, rather than resorting to negativity.
Story 2: Wendy's Twitter Roasts - Using Humor to Break Through the Noise
Explanation: Wendy's revolutionized fast-food social media by using snarky humor to engage with followers and roast competitors, creating highly shareable content.
Headline: How Wendy's Twitter Roasts Flipped the Fast-Food Marketing Script
Story: For years, fast-food marketing was largely uniform. Then came Wendy's Twitter account. Starting around 2017, Wendy's social media team adopted a distinctly sarcastic, witty, and often hilariously aggressive persona. They famously engaged in "roasts" with followers and even directly challenged competitors like McDonald's and Burger King with humorous jabs. Remember the "frozen beef" clapbacks or the endless debates about their square patties? This highly unconventional and humorous approach cut through the typical brand-speak, generating millions of likes, retweets, and impressions. It turned their Twitter feed into a must-follow destination, earning them massive organic reach and free media attention from news outlets covering their latest viral tweets. Wendy's proved that a bold, consistent use of humor, even when aimed at rivals, can transform a brand's online presence and create a loyal, entertained audience.
Link: Wendy’s Roasts People and Brands in Twitter Thread
Takeaway: Don't be afraid to inject personality and humor into your communications, even when addressing competitors. A unique, funny voice can make your brand highly distinctive and create shareable content that resonates with audiences and drives engagement.
Story 3: Virgin Atlantic's April Fools' Day "Glass-Bottomed Plane" - Amplify Through Earned Media, Not Just Paid
Explanation: Virgin Atlantic leveraged a creative, humorous April Fools' Day stunt to generate widespread earned media coverage and reinforce its innovative brand image, without significant paid advertising.
Headline: Virgin Atlantic's Transparent Triumph: How an April Fools' Joke Flew into Global Headlines
Story: On April 1, 2013, Virgin Atlantic announced its supposed new "world's first" glass-bottomed plane. The press release, complete with convincing mock-up images and a quote from Sir Richard Branson, claimed passengers would enjoy unparalleled views of the landscape below. While clearly an April Fools' joke, the announcement was so well-crafted and aligned with Virgin's adventurous, innovative brand that it went viral globally. Major news outlets, travel blogs, and social media users picked up the story, sharing it widely and debating its authenticity before the reveal. This clever, low-cost stunt generated an enormous amount of earned media attention for Virgin Atlantic. It demonstrated how a truly creative, humorous idea can achieve massive organic reach and positive brand association far beyond what a traditional paid media campaign might accomplish.
Link: Virgin launches glass-bottomed plane | Virgin
Takeaway: A well-conceived, creative, and timely "bold move" can be a magnet for earned media. Focus on ideas that are inherently newsworthy and shareable, as these can generate massive organic buzz and media coverage, making your budget go much further.