The Discovery Channel’s president, Paul Lewis, approved a promotional campaign for the rapidly rotting cable channel’s “Shark Week” that included a fake video, shown above, intended to “go viral” and convince people that there are sharks in Lake Ontario. After the video prompted the Ontario Minister of Natural Resources to warn swimmers and anxiety over the shark sighting was expressed in social media, the channel’s ad agency admitted that it was hoax. Some people still don’t believe it’s a hoax, however, because they’ve seen “Jaws.” After all, claiming a real sighting is a hoax to save the tourist season is just the sort of thing Amity Mayor Larry Vaughn would do, right?
Or that equally slimy Paul Lewis would do. Here is his despicable, ethics-free “apology”:
“We didn’t want it to be something that would negatively impact people’s summer…It’s unfortunate that some people took what we did so serious. If we upset anybody, of course I apologize for that. It would be totally counterproductive for us to go out there and upset and disturb our audience.”
First of all, how does someone become president of a communications company who uses “serious” like that? Continue reading