In an effort to preview the team's new uniforms for the 2013-14 soccer season, a few Chelsea players turned things blue. Very blue. Chelsea's new ad campaign is all about blue paint. Specifically, throwing said blue paint on their players.
Chelsea's new slogan is: "It's blue, what else matters?" The team aims to show passion for the club by dousing their most iconic players (John Terry, Juan Mata, Fernando Torres, etc.) in bright blue paint. It's an interesting campaign which resulted in some incredible slow motion video and some truly bizarre and somewhat frightening visuals.
Not weird enough for you? Check out one of the team's static images used to tease the jerseys. Holy nightmare fuel.
The ad above was used to tease the new home jerseys. Those jerseys have since been revealed, using images such as the one at the top of this article as well as this rather interesting graphic to show off the team's white away uniform.
Don't worry – the white away jersey still features the "blue" campaign. They also are using a "It's not white. It's blue." slogan. While we understand it's all about team pride, we can't help but chuckle a bit at this slogan. Regardless of the underlying message, it's strange to be told a product isn't white when it most certainly is.
Photos courtesy of the Daily Mail.