Entertainment TV Shark Week Is Coming! Seal Stars in Hilarious — and Terrifying — New Teaser Shark Week kicks off July 23 at 7 p.m. ET on Discover By Patrick Gomez Patrick Gomez Patrick Gomez is the Editor in Chief/General Manager of Entertainment Weekly. Formerly at People magazine and The A.V. Club, the Critics Choice and Television Critics Association member has appeared on 'Today,' 'Extra!,' 'Access Hollywood,' 'E! News,' 'CNN,' and 'Nightline,' and can be seen frequently on 'Good Morning America.' Follow the Texas Native at @PatrickGomezLA wherever your media is social for all things 'For All Mankind' 'Top Chef,' and puppy related. People Editorial Guidelines Published on May 26, 2017 03:53 PM Share Tweet Pin Email Seals do not usually fare well during Shark Week. The semi-aquatic mammals are a major prey for sharks — and dinner time is a major focus of the annual shark-focused television event. But in a new ad promoting the upcoming Shark Week, recording artist Seal is actually the one being eaten. Seal begins the commercial on a pier performing his 1995 hit “Kiss from a Rose,” which was featured on the Batman Forever soundtrack. The singer is giving a full-out performance when a shark jumps out of the water and devours him. RELATED VIDEO: How PEOPLE’s Emily Strohm & Eli Roth Survived Diving with Sharks! The ad is reminiscent of something out of the campy Sharknado TV movie series, but Shark Week focuses on very-real sharks all over the world. Shark Week kicks off a full roster of programs for shark fanatics and adrenaline junkies alike, beginning July 23 at 7 p.m. ET on Discover.