Shark Week kicks off July 23 at 7 p.m. ET on Discover
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.