Bring out the tissues for this one: The Farmer’s Dog, a DTC pet food company, is making its Super Bowl ad debut with a real tearjerker. The brand’s first-ever national Big Game spot is called “Forever,” and it follows the story of a little girl and her dog as they grow up together. 

The 60-second spot was created in-house and will air during the second quarter of the game on Sunday. From there, a multi-platform campaign built around the spot will roll out on TV, social media, out-of-home, and other channels in the weeks after the game. The Farmer’s Dog worked with the production company Sanctuary Content to produce the ad.

As “Forever” by Lee Fields plays in the background of the spot, viewers watch a little girl feeding and playing with her puppy. Soon, the girl is an angsty preteen slamming her bedroom door as her older dog waits for her on the bed, tail wagging; then she’s an adult packing up to move out of her childhood home, saying goodbye to the dog on the front lawn. 

The dog is there for her wedding and during her pregnancy, with gray eyebrows framing his sweet face. Of course, all of these events are interspersed with scenes of the woman feeding The Farmer’s Dog food to her furry friend. 

But the dog’s longevity is the point of the ad, which closes with the elderly dog laying beside the woman and her baby as she sings the song’s lyrics, “I'm gonna love you, forever” to her pet. After seeing the whole ad again from the dog’s perspective in a flashback, words appear on the screen that read, “Nothing matters more than more years together.”