Few television events capture our imagination quite like "Shark Week." It's appointment television, and not just because it makes for an awesome drinking game. Doubly so this year with sharks biting surfers in half in Australia and chopping on a fishermen's fresh catch. Thus, the folks at Discovery Channel passed along a new promo video for Shark Week 2012. It's not some cheap CGI deal, either. It's a big puppet suspended from a crane. Directed by Peter McKeon, the spot took 10 days from concept to completion, with about 20 takes to get the movement of the shark in the water right. According to Lara Richardson, Vice President of Marketing Creative, the network wanted to focus on "the suspense of Shark Week," noting "As soon as I saw this pitch, I liked it immediately. You just don't see a shark jump out of a TV every day. Full CGI might have been easier but taken longer and I wanted this to feel real and that meant a real puppet. The first time I saw it, we were on set and one of the puppeteers made its mouth open. I literally jumped."

In the meantime, catch the newest Shark Week spot on-air tonight! First 25 to tweet a photo of it and reply to us @SharkWeek with #SW25 wins a jawsome prize!

Mark your calendars for Sunday, August 12 at 9PM.

Click here or on the picture for a cool slideshow of how the shark was made...