Just when you thought it was safe to lie on the beach while covered in jam... To celebrate the world's favourite shark documentary festival, fluffy household pets are being used to recreate vicious shark attacks.
Every year millions tune in to Discovery Channel's famous festival of fishy violence. So phenomenally popular is Shark Week, that in 2010 30.8 million people watched the network's documentaries about shark attacks, an incredible number when you consider that only 79 people were attacked by sharks that year.
So it seems surprising that Shark Week would need any kind of promotion campaign, let alone one so cute and cuddly. The ad draws on the internet's love of videos featuring adorable household pets, combining all the action of Shark Week with the tiny budget of internet film makers to create Animals Acting Like Sharks Week.
There's shocking footage of a snorkel-wearing daredevil cowering in a protective cage while baby cats swarm around him. Will he survive this kitten frenzy?
Cut to a sunny California beach, where a young woman in a mis-matched bikini lies unconscious on the sand. She's fallen victim to nature's most violent puppy attack.
Put together by internet TV channel Revision3, the clip has garnered over 100,000 views and 7,000 shares in just three days.
This ad's stars may not have the killing power of an aquatic apex predator, but it's certainly a lot easier to tickle their tummies.