The stunt was meant to drum up interest in his parasailing business, but instead it elicited the opposite reaction; especially when the donkey started screaming — causing children everywhere to break out in tears.
"The donkey landed in an atrocious manner: it was dragged several meters along the water, after which the animal was pulled out half-alive onto the shore," the paper added.
The incident occurred on the Sea of Azov in the Krasnodar region. The unnamed individual involved in organizing the stunt now likely faces animal cruelty charges — and a lifetime of therapy bills for the donkey.
More about this story on MNN: Parachuting donkey shocks Russian beachgoers