The ads cover features like Touchless Controls and the Quick-Start Camera which are unique to the Moto X which runs a near stock Android 4.2 Jelly Bean.
The videos also show how you can tap anywhere on the screen to quickly take a photo, a feature which will be most useful when you don't want to miss that perfect moment. You also get a glimpse of the Active Display feature which keeps your important notifications and clock displayed constantly on the screen without out affecting your device battery life.
source - Motorola (YouTube)