The chef in the kitchen setting with butcher charts.

The ad opens with the Vital Essentials logo on a black background. It transitions to a chef standing in a kitchen with butcher charts on the wall. He speaks directly to the camera. The camera then pans down to show a display case filled with various Vital Essentials dog food products. The final scene shows three specific Vital Essentials products (Chicken, Beef, Turkey Entree) with raw meat and kibble, and the text 'BUTCHER CUT PROTEIN' appears.