Q&A: The Director of That Viral Chevy Dog Ad Isn't Surprised He Didn't Win

Lloyd Choi looks on the bright side

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"Maddie," a minute-long commercial by young Canadian director Lloyd Lee Choi, didn't win Chevrolet and Mofilm's Oscars competition. That honor went to a whimsical exploration of creativity by Jude Chun, whose ads about kids making a movie with a 2014 Chevy Cruze aired during the Academy Awards on ABC.

Choi's entry, however, clearly has legs—four of them, to be precise, belonging to the ad's titular Golden Retriever, whose heartrending story unfolds in reverse chronological order. (Three dogs were actually used to portray the pooch.)

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