A golden retriever with a glowing collar bounds across a mountain meadow above a waterfall, a squirrel darting nearby.

Original artwork, not a still

Dug

My master made me this collar. He is a good and smart master and he made me this collar so that I may talk – SQUIRREL! My master is good and smart.

— Up

Behind the line

What it means

Our interpretation.

It is one joke built twice into a single speech. The sweet part is the pride, the dog praising his master twice in the same breath; the sharp part is the squirrel that cuts him off. It tells you in thirty seconds what the dogs are, and as a meme the word is now what anyone shouts when they lose the thread. Bob Peterson, who voices Dug, plays it with total sincerity, which is why it works.

Context reviewed

In context

Spoilers for UpShow the scene

Up (2009). Carl Fredricksen's floating house has landed near Paradise Falls in Venezuela, and Carl and Russell have been joined by a giant bird Russell calls Kevin. A stray golden retriever follows them. Russell tests the new dog by telling him to sit, shake and speak, and the dog says "Hi, there!", making Carl scream. After introducing himself, Dug explains that his master made the collar on his neck so he can talk. Mid-sentence he spots a squirrel, whips round to stare at a rock, and then carries on. Russell fiddles with the collar's dial, which switches it between languages in snatches. Dug's pack soon surrounds them and leads them to his master, the explorer Charles Muntz.

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