Is it just us, or does it seem like it's always Shark Week on the Discovery Channel? Either way, Volkswagen has noticed the popularity of the aquatic snuff tele-festival and has announced its sponsorship with the Beetle-shaped shark cage you see here. A collaboration between VW, Discovery, and marine biologist and shark expert Luke Tipple resulted in a one-of-a-kind Volkswagen Beetle Shark Observation Cage which will be used to cruise along the ocean floor.

The design, construction and submersion of the Beetle shark cage will be showcased in a series of three one-minute segments during Shark Week, which airs on the Discovery Channel from 12-16 August.

"We wanted the integration to be authentic and fit naturally with the Volkswagen brand, imprinting our signature style on Shark Week," said VW spokesman Justin Osborne. "The Beetle shark cage plays on the silhouettes of two of the most iconic images, the shark fin and the Volkswagen Beetle."