This is Shark Week's newest TV spot, a fake newscast featuring the demise of an unfortunate seal named Snuffy.
The advertisement has split viewers 50-50, with some thinking it's in bad taste and others thinking it's hilarious.
The Shark Week Facebook page reflects a similar divide, with viewers either completely up in arms or loving it.
Shark Week starts Aug. 4 on Discovery Channel. RIP Snuffy.