Fear may be good, and maybe Phelps does prefer PowerBars, but after seeing this ad, I just had to get something off my chest. You see, PureFit is not about fear—it’s about family and health and normal people, and I certainly hope that anyone smart enough to choose a PureFit bar wouldn’t be dumb enough to dive into a pool of sharks.

Of course Phelps survives his shark swim in the same way that a cartoon superhero is invincible. But neither a PureFit Bar or a PowerBar are going to make you immortal. So why all the bravado in the new PowerBar marketing campaign? Maybe it’s because PowerBar can’t talk about the nutritional value of a PowerBar with the same Phelpsian superlatives.

We here at PureFit understand you are most likely just like us. You’re savvy, fun to be around and you try to live a healthy lifestyle. You’re not an Olympic athlete or a superhero, but you are smart—smart enough to see beyond the hype and choose the ONLY great-tasting, all-natural, high protein 40-30-30 nutrition bar on the market. This bar—the PureFit Bar—is just as at home in your kid’s lunchbox, as part of the PureFit Fat-Burning System, in your back pocket on a century ride…

…or perhaps even while teetering on the brink of a shark-filled pool (Hey, we won’t be offended if you use the PureFit Bar to distract the sharks—we’ll make more!).