Local dealership owner marries self in ad

Typically, you can expect your local automotive dealer's ads to be pretty low budget and less interesting than the proverbial watching paint dry. In the recent wedding issue of The Improper Bostonian, Boston area dealership, Boch Automotive, ran an ad that still went down the still low budget route but is perhaps a bit more interesting than ususal. What the hell is going on? Your guess is as good as mine. Perhaps it was an internal joke? Or maybe social commentary? Should this go under "advertising jokes"?