Discovery Channel Infuses Pop Culture Irreverence in Shark Week Promos

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Brief has a full round-up of Discovery's extensive promos for Shark Week, which kicks off on August 10th and includes a fully realized campaign featuring Snuffy the Seal and the King of Summer.

Says Lara Richardson, SVP of marketing at Discovery Channel, "We really revitalized the franchise. We gave it a new pop culture feel and stopped taking ourselves so seriously about it. I think we’re back with more of the same of that, and it has something for everyone.”

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