R.I.P Snuffy the seal. You died a brutal, terrifying, amazing death for the sole purpose of getting all of us hyped about Shark Week.

Discovery has unveiled an incredible new advertisement for Shark Week, the channel’s week-long celebration of all things shark. First broadcast way back in 1987, Shark Week is now shown in over 72 countries. Shark Week 2013 kicks of August 4th.

Which leads me back to Snuffy the seal. Sorry, bro. That had to hurt.