The Discovery Channel released a shocking ad promoting Shark Week 2013, its weeklong celebration of all things shark.

The 30-second promo clearly features fake footage of Snuffy the Seal being released back into the ocean. On his way down, Snuffy is devoured by a massive, hungry shark who pops out of the water for a snack. The Shark Week 2013 commercial then closes with “Shark Week: It’s a Bad Week to be a Seal.”

The commercial has gone viral on the Internet, with many on Twitter raving about the amazing promo.

Shark Week, which was first broadcast in 1987, is shown in more than 72 countries. The weeklong program begins Aug. 4.

Snuffy the Seal (Shark Week 2013 commercial)