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Culture

Amazon delivers tears with sad limping dog

Technically Incorrect: In a new ad for its Prime premium delivery service, Amazon shows the creative things an owner can do to make his (practically) three-legged dog happy.

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You're weeping already, aren't you? Amazon/YouTube screenshot by Chris Matyszczyk/CNET

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


I tend not to think of Amazon as touchy-feely.

The brand is more ruthlessly-efficient-get-out-of-my-way-don't-worry-we're-sending-a-drone-right-now-steely.

Yet here is Amazon soothingly stroking the tender part of your aorta with a new ad. It features a very sad dog.

How can you not become emotionally invested in a very sad dog? How can your eyeballs not well up with tears the minute you see it limping along, its right hind leg wrapped in some leftover tape from an Amazon delivery box?

The limping dog sees other dogs having fun. They have four working legs. They can chase balls. Our hero cannot even get a sniff at such activity. Our hero cannot even chase his own tail.

How can his poor owner help him? How can the poor viewer not help breaking down?

Enter the Amazon shopping app. Yes, our dog owner has Amazon Prime, the perfect way to buy a dog an artificial leg (or something). Our dog owner can expedite a remedy for his pooch's physical and emotional pain.

What can this remedy be? I won't spoil it for you.

I will mention, however, that the denouement will get dog owners and their shrinks talking for weeks to come about their own emotional relationships and the troubles within them.

I fancy those shrinks will need even more tissues for their customers than usual.