When the BMW "Checkmate" billboard first went up, we asked the jalopnik commentariat to turn the Billboard Wars hot. Now Audi has responded to BMW's challenge. How did the boys and girls from Ingolstadt respond?

In case you have yet to see it, the first salvo is here. Audi has responded with the photo of their awesome Audi R8 and this message: "Time to check your luxury badge. It may have expired."

It's sort of funny. Sort of. We like the use of the R8, however, we kind of think our reader responses were better. It seems the BMW billboard has been replaced with a Barney's advertisement, which is probably smart on the part of BMW but totally makes us hope they continue this awesome advertising showdown. At the end of the day, it's good for both companies (and great for CBS Outdoors and Clear Channel).

Thanks to Mike for the pictures!