Discovery’s new promotional video for “Ultimate Air Jaws” follows Chris Fallows as he attempts to understand why white sharks are coming in close to shore of the coast of Mossel Bay.

If this video is an indication of what we can expect from the network this year as far as promotional material for Shark Week 2010 goes, then I’d say they’ve made leaps and bounds in the right direction compared to last year’s marketing campaign. The promo video features some amazing slow-motion breach footage and seems to be more focused on information and education versus trying to drum up fear. Hopefully, we’ll see more of these types of promotional videos from Discovery leading up to this year’s Shark Week.