New BMW X1 Commercial Is Confusing

BMW USA keeps promoting their new X1 model through short and snappy commercials. However, the latest clip is rather ambiguous...
BMW X1 Meets the Kayak 1 photo
The spot features a BMW X1 roaming around the seaside and a haughty narrator speaking in the background. He says that it's not the versatility, fuel efficiency, spaciousness and safety that are defining feature the new model, leaving us for a few seconds to wonder  "what is it then?"

It is only when the car successfully stops from hitting a random kayak fallen on the street, that the narrator tells us “THAT is” the thing. Seriously? Would someone describe a BMW as a car that can stop before crashing into something?

We can't really figure what was in the head of the man in charge of advertising the new car, but probably he wanted to hint at handling capabilities and sporty driving.


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