When Uruguay's big toothed striker, Luis Suarez, took to the field to take a bite out of Giorgio Chiellini's shoulder, one thing was for certain, this was not just another coincidental "on the field snack".
Later revealed via press release to be a genius bit of social media marketing. Discovery Channel's upcoming SHARK WEEK took to the fields of Brazil to release a new marketing campaign aimed to reignite how scary it would be to be eaten alive.
Luis Suarez revealed post pitch that he had inked a deal with Discovery Channel a few years back which led to the ongoing controversial biting fiasco which so many were quick to point fingers to, unknowingly falling into what is now the best bit of viral marketing we have ever seen.
Discovery Channel then released their upcoming plans to pit real live sharks against human counterparts. With Luis Suarez already planning on being the first contestant to kick of 2014's new SHARK WEEK SHOWDOWN series.
Other potential candidates on the radar include ; Anthony Hopkins, Miley Cyrus, Mike Tyson and that guy who took bath salts and ate someone's face in Florida.
Although the specifics of the potential showdown are limited, one thing is for sure...
Luis Suarez is still a son of a bitch.