chess, more than an ancient game, It is a universal language of strategy, intelligence and power. From its origins in India to its global expansion, has transcended the board to become a cultural symbol, political and even psychological. But in recent decades, Brands have discovered an exceptional advertising resource in chess: a visual and conceptual metaphor that allows you to communicate values such as precision, the anticipation, leadership and competition. Why has a game historically associated with the intellectual elite become a magnet for campaigns of all kinds, from cars to technology? The answer lies not only in its timeless aesthetics, but in how chess encapsulates complex narratives in simple images. In this article, We will explore how brands have exploited this game to connect with audiences, analyzing from the most iconic campaigns to the strategies behind their use. We will see how chess not only sells products, but also ideas, and why, in a world saturated with messages, remains a powerful tool to differentiate yourself.
Chess as a metaphor for power and corporate strategy
Chess is not just a game; It is a symbolic representation of decision making under pressure, long-term planning and asymmetric competition. These qualities make him an invaluable resource for brands looking to partner with concepts like leadership., innovation and market dominance. A paradigmatic example is the campaign IBM in the years 90, when your supercomputer Deep Blue defeated world champion Garry Kasparov. IBM didn't just sell technology, but the idea that his artificial intelligence could “think” like a great teacher, anticipating movements with surgical precision. The campaign positioned the company as a leader in advanced computing, but also as a key player in the digital revolution.
Other brands have used chess to convey hierarchy and control. Mercedes-Benz, For example, has used images of chess boards in its advertisements to reinforce its association with luxury and elegance. In a spot of 2015, The German brand showed chess pieces moving to the rhythm of music, while a voice-over declared: “Life is a game of strategy. Are you playing to win?”. The message was clear: driving a Mercedes is not just an act of transportation, but a declaration of tactical superiority.
But chess also serves to humanize brands. Google has used it in campaigns such as “Search On” (2019), where it showed people from different cultures solving everyday problems thanks to online search, comparing each decision with a move on the board. The metaphor here was not competition, but the accessibility: chess was no longer an elite game, but a tool so that anyone could “play” on equal terms. This democratization of the symbol reinforces the idea that technology is available to everyone, not just from the experts.
From the elitist to the mass: How chess conquered pop culture
For centuries, Chess was perceived as a game reserved for intellectuals, geniuses or members of high society. However, in recent decades, His image has undergone a radical transformation, thanks in part to his appearance in films, series and even in the world of digital entertainment. This popularization has allowed brands to use it to reach broader audiences., without losing its aura of sophistication.
A turning point was the series Queen's Gambit (2020) the Netflix, which not only revitalized interest in chess, but it turned it into a cultural phenomenon. The Beth Harmon Story, a chess prodigy fighting her personal demons, humanized the game and stripped it of its cold, calculating image. Brands like Nike They took advantage of this moment with a campaign starring actress Anya Taylor-Joy, where she was seen playing chess with a bold and modern style. The message was clear: chess was no longer boring, but cool, and it could be as intense as a high-performance sport.
The world of eSports has also contributed to this transformation. Platforms like Twitch have seen a boom in chess game broadcasts, with streamers like Hikaru Nakamura o GothamChess attracting millions of viewers. Companies like Red Bull have sponsored rapid chess tournaments, associating the game with adrenaline and sports competition. In 2021, Red Bull organized the Red Bull Solo Q, an online chess tournament where players competed in blitz matches, proving that chess could be as exciting as a football match.
This democratization has allowed mass consumption brands, as Coca-cola o McDonald’s, incorporate chess into your campaigns. In 2022, McDonald's launched a promotion in collaboration with the Grandmaster Magnus Carlsen, where customers could win online chess games against the world champion. The campaign not only attracted players, but also positioned the brand as a space where fun and strategy could coexist.
Chess in digital advertising: beyond the physical board
In the digital age, Chess has transcended the wooden board to become a key element in online marketing strategies, from social networks to programmatic advertising. Brands have discovered that chess is not only a powerful visual symbol, but also an interactive resource that can generate engagement and virality.
A notable example is the campaign Chess.com, the world's largest online chess platform. In 2020, during confinement due to the pandemic, The company launched a series of challenges on social networks where users could play games against celebrities or solve tactical problems. The campaign not only increased the number of users on the platform, but also positioned chess as an accessible and entertaining activity. Chess.com collaborated with influencers like MrBeast, who organized a tournament with a prize of 100.000 dollars, attracting a young audience that was not traditionally interested in the game.
Other brands have used chess as a metaphor in their marketing strategies. content marketing. HubSpot, a marketing software company, published a guide entitled “The chess of digital marketing”, where I compared each piece of the board with an element of a marketing strategy: the king as the client, queen like content, pawns like social networks, etc. This analogy not only simplified complex concepts, It also reinforced the idea that marketing requires long-term planning and vision..
Chess has also found its place in programmatic advertising. In 2021, Spotify launched a campaign in which it used user data to create personalized ads based on their listening habits. For example, A user who was listening to classical music was shown an ad with a chess game accompanied by a symphony, while another who preferred rock was presented with a board with pieces moving to the rhythm of an electric guitar.. The campaign demonstrated how chess could adapt to different audiences without losing its strategic essence..
The risks of using chess in advertising: when the metaphor fails
Although chess is a powerful tool in advertising, Its use is not without risks. A poorly executed metaphor can be confusing, pretentious or even counterproductive, especially when brands try to force a connection that doesn't exist. chess, being a complex symbol, requires a careful approach to avoid falling into clichés or ambiguous messages.
An emblematic case is that of Pepsi in 2017, when he launched a campaign titled “Live for Now”, where it showed the model Kendall Jenner resolving a social conflict by offering a can of soda to a police officer. in a scene, you could see a chess board in the background, as if the situation were a strategy game. The campaign was harshly criticized for trivializing social movements such as Black Lives Matter, and chess, rather than reinforcing an intelligence or planning message, ended up being associated with a simplistic and superficial solution. The result was a backlash on social networks and the withdrawal of the advertisement.
Another risk is the overexploitation of the symbol. When too many brands turn to chess, the message can be diluted and lose impact. In 2021, several finance and technology companies launched almost identical campaigns, showing executives playing chess in luxurious offices. The repetition of the cliché of “strategist executive” made the campaigns lose originality, and chess stopped being a differentiator and became a common place.
Besides, Chess can be perceived as an elitist symbol if not handled carefully.. Brands that use it to sell luxury products, like watches or cars, they run the risk of alienating audiences that do not identify with that world. For example, Rolex has used chess in its campaigns to associate its watches with precision and prestige, but this approach can be exclusive for consumers looking for more accessible products.
To avoid these errors, Brands must ensure that the chess metaphor is aligned with their identity and values. It's not just about including a board in an ad, but about understanding what aspect of the game resonates with its message. For example, LEGO used chess in a campaign to promote his line LEGO Chess, but instead of focusing on the competition, highlighted creativity and learning. The ad showed children building their own pieces and playing imaginative games., which reinforced the value of the brand: fun through construction.
Conclusions: chess as a mirror of brands
Chess has proven to be much more than a game in the world of advertising: It is a mirror in which brands project their values, aspirations and messages. From its use as a metaphor for corporate power to its transformation into a symbol of the masses, chess has evolved along with marketing strategies, adapting to cultural and technological changes. Its ability to communicate complex ideas visually and emotionally makes it a unique tool., but it also requires a careful approach to avoid falling into clichés or forced messages.
Throughout this article, we have seen how brands like IBM, Mercedes-Benz or Google have used chess to position themselves as leaders in innovation and strategy, while others, like Nike or McDonald’s, They have reinvented it to connect with young and diverse audiences. We've also explored how chess has found a new home in the digital world, from interactive social media campaigns to personalized programmatic advertising. However, not everything is success: Examples like Pepsi remind us that a poorly executed metaphor can have negative consequences..
Ultimately, The success of chess in advertising lies in its versatility. It can be a symbol of elite or accessibility, of competition or creativity, depending on how it is used. Brands that manage to harness their potential not only sell products, but they also construct narratives that resonate with their audiences.. In a world where attention is a scarce resource, chess offers a way to stand out: not because of its complexity, but for its ability to simplify the complex. So, the board is still a battlefield, but now not only for the players, but also for brands seeking to gain market share.
