I really didn't like the male protaganist one bit until I saw this trailer, I mean now, he was able to look 100 times cooler than Ash during 30 seconds of seeing him.
The rival looks awesome and apparently can be named! Finally! I was disappointed when we couldn't name either of our rivals in B/W.
Final note, the way that the ice covered city was completely deserted and how Emboar reacted to Elesa (angrily) makes me think this has a darker tone from the rest of the games.