Update 2: Click here if you are looking for the name of the song from Volvo TV commercial Favorite Things

Update: The best explanation so far comes from one of our readers: Cynthia.

Daughter’s wedding day.

Mom and Dad (marital problems caused a separation)…they’re in the Volvo and coming back from their daughters wedding. Dad has always done his most intense thinking in life in a Volvo. Such as when he stopped and cried after dropping daughter, back when 10 yrs old, at camp. He also reflects when he and wife decided to separate was in a Volvo, ( scene shows sad wife in flower dress when they must have had the separation conversation in a Volvo.) Fact is, he wrote his wedding speech in a Volvo.

On the way home from the wedding, also in car next to dad is his son… In front seat is son’s partner.(they are gay) Dad is thinking (again, in a Volvo) about

the speech he gave at daughter’s wedding. He thinks of how he told her of all the unexpected things one is not exactly prepared for in a marriage,…such as adjusting to the fact ones son is gay and then…because of love, embracing it. Further, of life’s unexpected events, such as his marital problems. ( In back of Volvo he twirls his wedding ring, ) He is actually reflecting on the fact of the separation is actually giving up…and he just told his daughter and son in law to never give up when life throws a curve ball. At that moment he decides he is not going to give up on his marriage. Puts ring back on, pats wife shoulder as if to say, “like other hard times, we will get through this, too. She smiles as the entire day of the wedding reminded her too of the “good days” and that she too wants to heed his advice to their daughter…never give up. She continues her deep thoughts, in a Volvo, by turning music on and everyone goes back to thinking of deep moments in life, in the rest of the Volvo ride. (The part with two guys and flowers in back was a reflection of him young with his best man driving flowers to his own wedding and remembering how happy he was.) So his speech and his deep thoughts, in a Volvo, gave him the courage to make things work.

“Wedding” is a new commercial from Volvo USA. The advert celebrates Father’s Day, but it is very confusing. A few days ago Volvo unveiled three short spots (“Twin Engine Plug-in Hybrid”, “Flowers with 2 Passengers”, and “A Place To Collect Your Thoughts”) and in the end published the extended video of Wedding commercial.

The ad promotes 2016 Volvo XC90 with the tagline “Our Idea of Luxury”.

The father staying in the back is played by Ron Jack Foley.

The songs are Every Time the Sun Comes Up – Sharon Van Etten and Lil Fighters – Emily’s song.

Because it is so provoking, the Volvo commercial obviously gets people talking about it. And those endless discussions creates engagement. And people engagement should be good for Volvo as for any company.

What is the explanation of Volvo Wedding commercial? Some people think that they were coming from a Funeral, others think that is a gay wedding. The camera from the spot, a Hasselblad H Series medium format DSLR, creates even more fuss… All agree that it is a very confusing situation.

One of the best explanations is made by Tibirius Toll on youtube: “Guy with the beard is the father. His wife and the bride’s mother is driving the car. The young guy in the back is his son and Groomsman. Guy with the Camera (Tony) is son’s friend and fellow Groomsman. The car scene is after the wedding. Father is melancholic as most fathers are after the wedding, and is sitting in the backseat because he was drinking. Wife plays melancholy music on the cool stereo.”

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