The seasonal launches of new football kits are usually fairly dreary affairs, as players and the occasional indie rock star pose in shirts for the masses.
Not this time for Chelsea, who have decided to take the club mantra of "blue is the colour" somewhat literally.
"I feel like a cake!" exclaimed Petr Cech as he was submerged in blue paint.
David Luiz seemed to enjoy himself the most, clowning about with his flowing locks, while it was all a bit too much for man's man John Terry.
Fernando Torres took to the bluey gooey stuff like a duck to water, pulling some shapes he has not quite managed on the pitch in recent seasons.
And, as ever, Juan Mata was the consummate professional - barely flinching as he delivered his now standard club-speak to the camera while looking every bit like a hairy Smurf.