In the need for a good cry? Chevrolet has you covered with its new ad for the Equinox. The video showcases the trifecta of cinematic sadness - an aging dog, languid piano music and gauzy cinematography.

We won't spoil where things go, but it's incredibly clear within five seconds how it's going to end. Of course, the broader question is whether something so tearful helps sell cars. Is this tactic going to associate sadness with the Equinox in buyers' minds? Scroll down for the video... but have a handkerchief handy if you're a dog lover.

UPDATE: There's just one important bit that we neglected to mention: this commercial wasn't actually approved by Chevrolet as best we can determine. Maddie was conceived and filmed by a Canadian production company, and submitted to a contest sponsored by Chevy and MOFILM. Sorry for any confusion.


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    • 1 Second Ago
  • 62 Comments
      Aaron
      • 9 Months Ago
      I'm surprised nobody's mentioned this is pretty much the same exact premise of a recent Subaru commercial, just without the allusions of death.
        bK
        • 9 Months Ago
        @Aaron
        Chevy took advantage of the sad aspect of our feeling.
      Trevor
      • 9 Months Ago
      The ad is being talked about, good or bad............. Mission accomplished.
      icemilkcoffee
      • 9 Months Ago
      I really dislike this type of emotionally manipulative commercials. I call this sort of thing emotional pornography.
        davebo357
        • 9 Months Ago
        @icemilkcoffee
        Agreed. It really doesn't take a brilliant filmmaker to make people sad about a dog dying. To be fair though its not like this got accepted for use as a real commercial, just a submission in a contest. It didn't even make the top 5.
      The Law
      • 9 Months Ago
      This commercial didn't make no doggone sense.
      James Scott
      • 9 Months Ago
      There was a car in this ad? I became emotionally attached to the dog and empathized with the girl, I didn't notice anything else.
      Chris
      • 9 Months Ago
      I don't get it. Was this a Chevy commercial, or an example of product placement in a short film about a young woman and her beloved golden retriever? This ad made me want to go out and get a dog, not a Chevy Equinox. Why should I get an Equinox when I can do all this in my 25 year old Cherokee?
        • 9 Months Ago
        @Chris
        [blocked]
      jason_golden
      • 9 Months Ago
      Holy shat. I shouldn't have watched this at work. We can all use our imagination and experience to fill-in the blanks on this commercial. Dammit. Cant...hold...tears..back!
      v6sonoma
      • 9 Months Ago
      I see a lot of hate for this but I think the ad makes perfect sense. As a car nut I'm more than a little attached to my cars. When I think of how many important moments of my life I've shared with them and how much a part of my life they have been I feel like they're a member of the family. I guess it just depends on the individual. Some people trade their cars in every few years. Some like me just add to the fleet every so often. lol
      Termin8
      • 9 Months Ago
      I think was an ok ad. The problem is the way the beginning makes you assume the dog about to be put down, and that takes over the whole commercial. If they just lighten the mood in the opening sequence, the whole commercial would be much better.
      postpast
      • 9 Months Ago
      As a Lab owner, I "Get" this ad. At the same time, this ad is retarded! But, at the same time my girl friends would probably disagree.
      omgcool
      • 9 Months Ago
      Very impressive submission. Seems more like a Subaru ad, though. Irrelevant to the product; just a feel-good [/sad] commercial reaching for consumers' heart-strings.
      Chunky
      • 9 Months Ago
      A week later the car died...
        riguy
        • 9 Months Ago
        @Chunky
        that just made me laugh out loud...and I have a Lab who's on his last legs. I'm going to hell....
        Termin8
        • 9 Months Ago
        @Chunky
        Too funny!
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