BMW continues with its new advertising strategy which includes short and snappy commercials that deliver the message without making a big fuss. We have to say though, sometime it is hard to see what they’re on about. Take this BMW X1 ad called Kayak. We watched it a couple of times and still don’t know what is it that makes a BMW.

They say it’s not the versatility, fuel efficiency, spaciousness and safety. And it damn sure isn’t the looks; at least no in the case of this X1. We guess it is the handling and the sporty driving that set it apart and prevents you from crashing into a kayak! But is that what you want in a crossover? We prefer a supple ride and decent off-road capability.

http://www.youtube.com/watch?v=fT9mkmxoGrk