Is the BMW 1 Series ad up to scratch?

I find the new 1 series ad horribly schmaltzy, the sort of thing you'd expect from VW. Why all those scenes of various people experiencing their own form of joy, culminating in a shot of the car? It strikes me as oddly unsophisticated. Previous BMW campaigns - in their rather cold, arrogant tonality - were at least more honest about the brand.

Let's face it, the 1 Series will probably be purchased by young men whose biggest concern in life is how fast it can go, and how far up your backside they can ride.