​Shark Week has a new king of summer.

In Discovery’s newest iteration of Shark Week’s “King of Summer” spots, actor Rob Lowe takes center stage, riding two sharks with a mermaid and Snuffy the Seal as companions. The supposed spokesperson for the week even adds his own tagline at the end: “So sharky.”

Shark Week has its own tagline for its 27th annual event already in “Be careful what you fish for,” adding onto a weeks-long marketing campaign for the programming event.

Watch the original “King of Summer” promo below:

This year’s Shark Week on Discovery kicks off Aug. 10.

[Image courtesy of Discovery]

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