BMW swerves into humor in new spots

Ads lightheartedly show the second generation of features for the the crossover sedan

Automaker BMW launched three spots by Kirshenbaum Bond Senecal with accompanying print and social media collateral that humorously tout the X1's features without explicitly mentioning them.

The videos feature superstitious college football fans; a man receiving his items from his ex; and a guy who is so fed up with golfing, he wants to do it tomorrow.

A microsite at bmwusa.com/x1 breaks down the features and features all three videos.