The announcing of a new signing has become a sport of its own this summer, with every club trying to outdo each other.
We've marvelled at Aston Villa's WhatsApp chat about John Terry, Sevilla kidnapping Jesus Navas and Roma's continual weirdness as well as many, many more, but Stoke may just have outdone them all with the surprise arrival of Jese Rodriguez from PSG.
The former Real Madrid man has joined on loan for the season, and to herald the move the Potters have taken aim at their critics and fired.
Citing several instances of pundits and commentators tipping them for relegation this season, Stoke released a video featuring the voices of TalkSport's Adrian Durham and Sky Sports pundit Paul Merson.
Durham is heard asking "What is the point in Stoke? Would the Premier League really miss Stoke City?" before Merson criticises their ambition, claiming "you've got to have a go."
The video also highlights Marko Arnautovic's claim that West Ham are a bigger club than Stoke, after the Austrian left the Bet365 Stadium for the Hammers this summer.
With the word "Ambition" running through the video, the piece ends with Jese - whose arrival at Stoke takes the number of Champions League winners at the club to five, the most in the Premier League - giving a cheeky look to the camera.
A fine effort all round.