Seal Gets Eaten by a Shark in Discovery’s New Ad for Shark Week

Yes, that Seal

Headshot of Tim Nudd

No seal is safe during Shark Week. Not even Seal himself.

That’s abundantly and amusingly clear from Discovery’s new Shark Week promo, from Los Angeles creative agency AV Squad, in which Grammy-winning singer is rudely interrupted as he performs his iconic song “Kiss From a Rose” on a jetty.

AV Squad used director Peter McKeon, with additional 3-D modeling from The Important Looking Pirates. The 29th season of Shark Week kicks off July 23.

Client – Discovery
Title – “It’s Still a Bad Week to be Seal”
Group EVP, Marketing – Lara Richardson
VP Marketing Strategy – Josh Kovolenko
VP Marketing Creative – Pablo Pulido
Creative Director – Jason Turner
Director, Marketing Strategy – Megan DeSouza
Senior Production Manager – Daniel Oleksiuk
Senior Manager, Marketing – Curtis Smith
Production Manager – Chau Hoang

Agency/Production/Post: AV Squad
Director/Creative Director – Peter McKeon
Executive Producer – Teresa Antista
Line Producer – Jon Messner
Post Producers – Zach Lyall, Mike Gut
Director of Animation & VFX – Quico Encinias
Designer/Animator – Stanley Ng
3D – Modeling/Animation – Important Looking Pirates
Director of Photography – Kevin Sarnoff
Editor – Ryan Walch

@nudd Tim Nudd is a former creative editor of Adweek.