The star of last year’s Shark Week was Snuffy the Seal, who put a cute face on a dangerous topic. This year, Discovery is starting to roll out branding for its biggest week of the year, and it takes on the same bait and twist theme.

With the tagline “Be careful what you fish for,” Discovery’s first spot for 2014 starts with the same anchor scene as before, but instead of celebrating Snuffy’s return to the sea, she takes us to a scene at the beach where a dangerous shark has been caught by a local fisherman. Shark Week 2014 kicks off Aug. 10 on Discovery.

For last year’s Snuffy the Seal on-air promo, see below:

[Image courtesy of Discovery]

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