Whichever ad agency came up with this shockingly hilarious ad for the Discovery Channel's "Shark Week," I applaud your genius. Well done. 

The 30-second spot features a fictional newscast on the release of a previously injured seal named "Snuffy" and the large crowd that gathers to give him a fond bon voyage back to the sea. Unfortunately for Snuffy, while being lowered from a platform, a great white shark jumps up and permanently cuts short the celebration. After some cursing from the news anchor, the Shark Week logo pops up with the words: "It's a bad week to be a seal. For the rest of us it's pretty awesome."

 

This year's Shark Week, which kicks off Aug. 4th, will feature 12 shark-filled specials (up from last year's eight) as well as a first-ever late night talk show called "Shark After Dark" dedicated to the theme. Highlights include a first-ever robotic shark cam, Louisiana's "Voodoo Sharks," real shark-attack footage from eye-witnesses. Like past years, Discovery will also use the week-long event to promote ocean conservation through partnerships with Oceana, NOAA and One World One Ocean

Michael d'Estries ( @michaeldestries ) covers science, technology, art, and the beautiful, unusual corners of our incredible world.

Shark Week's 'Snuffy the Seal' commercial is one of the best
In the first promo for its annual shark-themed programming, Discovery Channel uses dark comedy to make a big splash.