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Lovely, Sweet, Innocent Seal Bites It in Discovery's Shark Week Ad Snuffy gets snuffed out

The Discovery Channel is already promoting Shark Week, which doesn't happen until August, but the first ad is a doozy. It features a fake local news broadcast about an injured seal being returned to the ocean. Remember when they fed the lamb to the T-Rex in Jurassic Park? It's kinda like that. "It's a bad week to be a seal," begins the on-screen copy. "For the rest of us it's pretty awesome." (PETA might argue with that.) I don't know how they're going to top this spot, but if they can keep this kind of momentum going, there's a chance I won't be totally sick of hearing about Shark Week by the time it starts.

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