Rob Lowe is definitely living every week like it's Shark Week. 

The Sex Tape actor, 50, lent his good looks and acting talents to the Discovery Channel for a new promotional spot for the upcoming Shark Week, which debuted on Monday, July 28. 

Teasing the August 10 premiere of this year's celebration of all things shark, the clip shows a tanned and stubbled Lowe standing on a flotation device made of sharks and wearing a white tank top and red shorts. With a gorgeous blonde mermaid embracing his leg, the Parks and Recreation alum throws fish chum from a bucket hung around his body, as sharks jump up into the air around him to retrieve the snack. 

Dubbing Lowe the "King of Summer since '87," the spot is the latest in a string of promotions leading up to this season's Shark Week. 

The veteran actor teased the commercial on Twitter, writing first, "If you like me and you like sharks, pretty sure you will like this." He went on to add, "I will not rest or even eat (with the exception of fruit pies) until 'So sharky' is the new 'swaggy.'"

Watch Lowe's Shark Week spot above!