This year, Discovery's Shark Week promo is pretty bizarre, but it's epic enough to capture the interest of the Internet. The crazy promotion video that's being used to launch Shark Week stars Rob Lowe (from Parks and Recreation) as the "King of Summer since '87."
As King of Summer, this involves tossing food to sharks and riding them alongside a mermaid in slow motion. Although the effects are all pretty cheesy, it seems to work, especially since Sharknado 2 has become such a hit. After the music plays, the only dialogue comes from Lowe at the end as he says: "So sharky," setting the tone for all the epic shark stunts that we'll see throughout the course of Discovery Channel's Shark Week.