I don't know about the commericial, but automated emergency braking is a great feature that everyone buy with their cars. My wife has it is our Outback and I won't buy another car that doesn't have this.
The greatest car commercial ever was also considered one of the most important commercials in the entire history of TV advertising -- the "ever wonder how the guy who drives the snowplow GETS to the snowplow" Volkswagen commercial back in the 60s or 70s. It was one of the first artsy soft-sell commercials that didn't hawk the product in a direct way, or even mention the product specifically.
I may be in the minority, but I find the commercial to be a turnoff. Volvo and I both know their number one concern is profit. While there's nothing wrong with that, I don't appreciate them pretending otherwise.