In the ad, people try to interact with their dogs, but in each scene, "man’s best friend" is in a body bag, and the guardians' attempts to engage them fall flat. As the ad closes, the screen reads, "If you buy a dog, what will you do with the shelter dog you kill?" The ad features music by award-winning film composer Carter Burwell, who scored the films Twilight, Where the Wild Things Are, and Fargo and donated his time for the project.