Sole survivors?

This has got to be one of the creepiest and most illogical commercials of the year. I must be dense, but I can't draw a line from being rescued from a bus crash to saving on Priceline. Also if this family was saved does that mean that other passengers died? It seems to me that agencies in a desire to be edgier and edgier just get further and further from the message. Based on this commercial, I expect to see a commercial in which a terrorist bombs a grocery store so that a survivor with his arm blown off can tell us how he managed, with the other arm, to escape with his liter of Coke.