Discovery Channel's popular Shark Week begins Sunday night, with a lineup of some great shows on the oceanic hunters. New specials this year include catchy titles like "Air Jaws: Fin of Fury" and "Zombie Sharks."

This year, promotions included actor Rob Lowe, though it is unclear if the actor is involved in any of the actual programming.

The ridiculous commercials featured the "West Wing" actor riding the ocean with a blond mermaid alongside. Lowe dressed in a lifeguard uniform of white tank and red swimming trunks throws fish chunks into the air as photoshopped sharks fly through the air. The actor concludes the promo by stating the week is sure to be "so sharky."

Executives for the channel said the new specials took a bit of planning to put together.

"We have brainstorm meetings for titles on every show, and I'm telling you, when a brainstorm meeting on the next car show comes up, you go to a conference room and there's like four people in it," said Michael Sorensen, the vice president of development and production for Discovery channel.

"Anytime we have a Shark Week brainstorm for titles, you have to get more seats. It's packed, people throwing out mash-ups: One of my favorites that came out of one of these meetings was Sharkcano. I'm like, 'I don't even know what that is, but if we ever find sharks feeding around underwater volcanoes, I'm sure there's a show there.'"

Celebrities have expressed their excitement online. Singer and actress Demi Lovato tweeted "IT'S ALMOST SHARK WEEK!!!!!!!"

Dwayne "The Rock" Johnson posted a video on Instagram and Twitter remembering his fellow actor and friend Paul Walker, who was passionate about marine conservation.

"Was moved to shoot this very special intro to one of Paul Walker's final missions for shark and marine..." he said in a caption.