It's stunning but true: Family Guy went there this week.
The animated Fox smash really did kill off a main character, as promised earlier by creator Seth MacFarlane.
Indeed, Brian is no more. The beloved canine was hit by a car and died on Family Guy Season 12 Episode 6.
And to make matters even more depressing, ironic and final, Stewie has taken apart his time machine prior to the accident, making it impossible for him to go back and rescue his best friend.
Why did the series go in this direction?
"It seemed more in the realm of a reality that a dog would get hit by a car, then if one of the kids died," producer Steve Callaghan tells E! News. "As much as we love Brian, and as much as everyone loves their pets, we felt it would be more traumatic to lose one of the kids, rather than the family pet."
Moreover, the family is already moving on with a new dog: Vinnie, voiced by actor Tony Sirico.
But are you ready to truly say farewell to Brian? React to his passing now: