Google's advertising these days is far more human than, say, Google itself.
This is highly wily.
The company has managed to take on much of the same warm emotions for which Apple has long been known.
So in selling its new Nexus 7, Google has decided yet again to stick its fingers straight into your chest and play a tune on the six-string of your heart.
Here's a youth whose mom wants to talk.
Oh, what youth wants to talk with his mom? She's only going to criticize. And youths are terribly self-conscious about that sort of thing.
So the youth puts mom off because, well, he has a video game to play.
Then mom plays the trump card. She tells him Boomer's not well. No, not ESPN's Chris Berman, nor Esiason, the former Bengals quarterback.
This is Boomer the Very Cuddly Dog.
How can the youth resist? He still has feelings somewhere, albeit hidden beneath his youthness. Of course he must go home.
I shan't spoil the ending for you. But, as a very happy owner of the original Nexus 7, I can tell you that this ad doesn't make me believe the new one is something obviously more spectacular.
However, I have quite a warm, cuddly relationship with my Nexus, so perhaps I'll buy another one. Not because I am moved by a sick dog, but just because my little heart tells me to.