The video of a large shark grabbing professional surfer Mick Fanning's leg rope - the leash that attaches a surfer to their board - was viral by the time most Northlanders were waking up to their Monday morning coffee.
It is "shudderingly" real, captured on live television during the final of a surfing event at Jeffrey's Bay, South Africa. Anyone who has dipped a toe in Northland's coastal waters will have watched it in awe, perhaps even in fear.
One of the people who watched was Fanning's Northland cousin, Mark Osborne, who sent a text message of support to his relative yesterday after seeing the footage online.
The shark approaches Fanning from behind, slowly, and grabs the leg rope, sending Fanning into overdrive as he attempts to paddle away.