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.