A new campaign from adidas is urging fans of Premiership side Chelsea to pre-order the football club's new home kit - before actually seeing what it looks like.
But to distract people from asking the obvious question - 'just how bad is it?' - they have come up with a novel way of promoting it.
They asked members of the squad, including John Terry, Gary Cahill, David Luiz and Juan Mata, to get their kit off and then covered from head to toe in blue paint. The message of the commercial is simple: 'it's blue, what else matters'.
It's a fair point. Football breeds such loyalty and unswerving devotion, football supporters will buy just about any old rag to help support their team.
Why else would anyone have bought Coventry's terrible brown away shirt or David Seaman's 'tube of Refreshers' goalkeeping shirt from Euro '96?
Plus the ad actually works. Blue is definitely the colour for Chelsea.