In contrast to the heart-warming spot of kids making a movie, the "Maddie" spot opens with a scene of a woman saying goodbye to her elderly Golden Retriever in what looks like a veterinary clinic.
The story unspools backwards, taking us through scenes of the loyal pooch sticking by her owner's side as she celebrates her birthday, breaks up with her boyfriend, graduates college and moves into her first apartment.
Finally, we arrive back at the day that the owner as a little girl picked out the pup from a litter and named her Maddie.
"A best friend for life's journey," notes the spot as the happy family piles into their Equinox after buying the pup.
The spot is generating strong reaction on YouTube, where it was showed 1.25 million views Monday afternoon.
"Totally cried. My pups are my life too," wrote one commenter.
But critics complained Chevy is crassly manipulating the emotion of viewers to sell cars. "Screw you Chevy," wrote another.