04/08/2014 05:37 pm ET Updated Apr 08, 2014

Seemingly Adorable Hotel Ad Has Ending You'll Never See Coming

They're towels shaped like swans, and they're swimming on a bed. The champagne pops. The anticipation builds.

But this terrycloth romance is pretty much doomed. "Farewell hotel cliches, hello affordable luxury," the tagline for this New York City CitizenM hotel ad reads.

On its website, CitizenM says it "welcomes the mobile citizens of the world -- the suits, weekenders, explorers, affair-havers and fashion-grabbers looking for boutique hotel accommodations."

Watch above for the gruesome finish.

(h/t AdWeek)