My mom and I get sad. The hubby says how much he hates the song (I think he's covering for being sad) but my dad will yell at her for caring about the cats and dogs more than the kid down the street who's getting beaten and starved too. We questioned him once though, the animals make him sad too.
I actually think it's a little bit of a dick move to make commercials like this. It's one thing to ask for money, it's a hell of another to make people feel guilty for not giving. I have my own cats, dog, and family to think of first.