BMW neatly demonstrates its X1's cargo space, headroom and performance in a series of snappy, comedic new spots out of KBS+.
Directed by O Positive's Brian Billow, two of the spots center on a group of buddies; in one, seen here, they return from a round of golf as one has a diva hissy-fit over the golf course, club and just about everything else (as he throws all his gear into the trunk). In another, tapping into the start of the college football season, they're setting off for a big game and making sure their die-hard superstitions are all fulfilled. But the driver won't give up his place at the wheel. A third spot seems aimed at the female audience as a woman dumps all her ex's belongings out of the car in one expert move.