He's giving it a good shot, though, and the doggie is clearly enjoying his massage (how cute is the roll over at the end?), so he must be on the right track!
P.S. I have a fabulous giveaway going on over at my Catster blog right now -- we've giving away a super-deluxe, huge PetFusion Cat Scratcher Lounge! Pimp and Moo got to test one out, and they give it all paws up! Head on over to enter to win!