- It's a long form ad calculated to go viral for the purpose of selling a Volvo

- It's cliche and cheesy, both in content and visual style

- It has no sense of place or real world connection

- The structure is annoyingly contrived

- It is, or at least aspires to be, annoyingly emotionally manipulative

- "She might be the reason we tie the knot" — might be? Gag

Still way better than the other brand's debacle, though.