Swedish director Lars Sven "Lasse" Hallstrom is a moderately talented director of reasonably entertaining films based on passably successful books about mildly interesting themes - The Cider House Rules, Choclolat, The Shipping News and Salmon Fishing In The Yemen amongst them. But he has also made Dogpocalypse Bow-wow, which allowed Simon to rechristen him Lassie Hallstrom - a joke Mark completely failed to appreciate.
Thankfully, Hallstrom had another dog movie on the way (his third, after an early work called My Life As A Dog), entitled A Dog's Purpose. It was hoped Simon's splendid gag will receive another airing and take the acclaim it so richly deserved this time around.
It didn't. :(