RSPCA - My Little Puppy (2001, UK)
A PIF from the RSPCA taking a dark spin on the boom of electronic pets around the time, as if to treat a puppy like a toy. He's fun to play with at first, but a tinkle on the floor and things start going haywire. The ad proved controversial enough that the ending was altered for broadcast the following year, so instead of being bagged up and thrown in a lake to drown, My Little Puppy just sits there with a distended, overfilled stomach, neglected, alone, long crossfade to black. That is somehow even more haunting. A version of this ad that lasted ten seconds longer was screened in cinemas with a 15 certificate, but is currently deemed lost. Directed by Chris Palmer at Gorgeous.
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