Commercial Break: Pre-order the new Chelsea kit... but you're not allowed to see it
Football kits have come a long way since the days of teams releasing one kit every three years. The most noticeable change is that there's at LEAST one new kit per year, and often, you'll find teams having four or five shirts to buy at once (including goalkeeper tops, Champion's League specials, away goalie shirts and third kits... not to mention training kits, jackets and whatnot).
And so, to Chelsea FC, who have a new kit coming out and, along with Adidas, want fans to pre-order it without actually seeing it, with the strapline: "It's blue. What else matters?"
As well as saying 'just buy it because it is a blue kit', Chelsea throw down the gauntlet and say "Prove your passion for the blues. Pre-order the new kit WITHOUT seeing it".
Like Chelsea? Prove it to us. That'd be Chelsea who charge £87 to watch them play at Stamford Bridge in the West Upper. And the advert is jarring enough as it is, with the loathsome John Terry featuring heavily and Gary Cahill making an appearance as the plaything in some kind of Blue Meanie bukkake video.
Fact is, you'd be mental to buy a football shirt without seeing it first. The design might be awful. It might be one of those lycra shirts that clings to your non-athletic guts, choking you into misery. It might be sponsored by Nigel Farage's face. That said, if you're a Chelsea, no-one is that sympathetic because you're Tim Lovejoy, and frankly, you deserve everything you get.