Back in early July, a helmet-cam video of a Fresno firefighter rescuing an unconscious kitten trapped inside a smoke-filled home briefly caught the Internet's attention.

That video has now gone viral yet again after being recut as an ad for GoPro's HD HERO3 camera.

That's the good news.

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The bad news is what GoPro isn't telling you: Despite firefighter Cory Kalanick's valiant efforts, the cat eventually died of smoke inhalation.

A person claiming to be a GoPro employee noted in a Reddit thread about the video that the company wasn't aware that the cat had died.

"At least no one in any of the meetings I was in knew about it," he wrote.

To which another Redditor responded perfectly, "what's crucial here is that, to my knowledge, GoPro wasn't using the footage to show a firefighter ensure the kitten life a long and happy life, but rather show the great work the firefighter did in his/hers efforts to save the kitten."

RIP Lucky.

[video via GoProCamera]