This Puppy is the Face of Budweiser’s Tear Jerker Anti-Drunk Driving Campaign

TIME

Budweiser, a leading expert in interspecies friendship, released a poignant PSA Friday with a resonating message: Don’t drink and drive — You will break your puppy’s heart.

Anheuser-Busch InBev used ad agency Momentum Worldwide to create the 60-second spot, which shows the evolving relationship between an adorable man and his adorable yellow lab, the same breed used in Budweiser’s successful Super Bowl ad campaign.

In a moment of worry, the man is shown leaving his house with friends and a few buds and not coming home. The dog whimpers. The audience holds its collective breath. While we fear for the worst, in the end it turns out that he just spent the night at his friend’s house to stay safe. The puppy might have peed on the floor (that’s our guess of what cut footage holds), but at least the best friends will be able to play for years…

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