“Maddie” spot for Chevrolet Equinox is a hit on YouTube

Article by Andrew Christian, on March 12, 2014

A Chevrolet commercial uploaded on YouTube featuring a dying dog is creating waves. The 60-second emotional Equinox spot -- produced and uploaded Herd Films, features a dying Golden Retriever named “Maddie.” Its owner is saying goodbye to the dog and suddenly, the story goes backwards – showing scenes like her birthday celebration, her breakup with her boyfriend, her college graduation, her move into her apartment until when she was still a little girl picking a puppy from a litter and naming her Maddie.

"A best friend for life's journey," spot notes as the family enters into their Equinox after buying the pup. Because of the spot’s appeal to emotion, most people loved it and a few criticized – but overall it was an overwhelming success as it has already attracted nearly 1.4 million views on YouTube. Chevrolet, however, has never actually aired “Maddie,” according to said spokeswoman Cristi Vazquez.

The spot’s producer, Herd Films, was one of 13 finalists in an Oscars film contest conducted by Chevrolet and MOFILM. It was Herd Films, not Chevrolet, that posted the spot to YouTube, Vazquez said. When asked if Chevrolet has plans to air “Maddie,” Vazquez replied, “Not right now."

She noted, however, that Chevrolet has the right to do so, as it was sponsor of the contest wherein 72 filmmakers submitted entries for a spot to run on ABC's Oscars telecast March 2. Chevrolet ended up choosing a spot titled "Masterpiece" submitted by South Korean independent filmmaker Jude Chun.

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