The latest advertising campaign for the Volvo XC90 tells the story of a family on the day of their daughter’s wedding.
Told in a non-linear fashion, each element of the campaign is intended to be consumed in no particular order, allowing the viewer to draw their own conclusions, piece by piece.
We see the father, taking a quiet moment to prepare his speech before the wedding begins.
The mother, reflecting on her own marriage as she carries out last minute errands prior to the ceremony.
The brother and his partner delivering flowers to the venue.
And lastly, the peaceful silence as the mother drives them home after the wedding, each member of the family quietly reflecting on the day, and the deep emotions it carries.