The ad begins with what appears to be a dinner table of people partaking in the mannequin challenge. Everyone is completely still and looking sad.
As the camera pans down the table, viewers see a bevy of dairy dishes that all look delicious in their own right. The final image shows a large cheese fondue spilling down the table and onto someone's lap. Hence, the extreme devastation from partygoers.
"If it's made with Canadian milk, it's worth crying over," closes the ad, created by DDB Canada's Toronto office.