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live every week like it's shark week

See Rob Lowe’s Ridiculous Shark Week Promo

Each year, the hubbub surrounding Discovery Channel's Shark Week grows increasingly sensational and ridiculous, and this new promo featuring Rob Lowe — completely random, as far as we can tell — might be the most absurd bit of attendant ephemera yet. (Has Shark Week jumped the shark? Discuss among yourselves). The festivities kick off August 10, but for now, please enjoy watching a sultry, stubbly Rob Lowe straddling two Great Whites like Van Damme atop a pair of Volvo trucks as we wait to see whether "so sharky" makes its way permanently into the lexicon. Seems inevitable, really.