Sincerely. Prepare yourself to get misty or have your cute aggression flare up, because this Tile commercial featuring a stuffed panda bear is deeply unfair in how adorable it is.

Like The Incredible Journey with a sweet, anthropomorphic toy, the short film advertisement from Deutsch and Smuggler director Mark Molloy chronicles the harrowing adventure of Ernie, the aforementioned pile of plush adorability, lost in the big city. He searches futilely for his owner among the crowds, the subway cars, and the incredibly dangerous escalators until hitching a ride hobo style into the wilderness.

This is, I assume, what happens every time you lose anything.

Wheeeeeeew. This thing might as well be selling tissues.

Ernie was specifically designed to make us want to reach out and hug him. He’s also going to star in his own set of children’s books.

The ad also featured a real-world interactive component involving street posters plastered throughout San Francisco and New York City:

As a short film, its design is wonderfully bittersweet, with a sweeping orchestral score, a cinematic scope, and a simple story where we’re guaranteed a happy ending but still subconsciously question whether Ernie will ever be happy again.

I mean, it also stars a cute puppet with Resting Forlorn Face, so that’s a big factor in its appeal. Plus, even if his child pal Lucy hadn’t been able to find him, it’s heartening to know that the community at large seemed to have his stuffed back.

Is it ridiculous to want a feature film? It is. Right? Or is it okay?

Images: Tile