If you want a rich man's money, appeal to his vanity.
That's the underlying message at the heart of Chelsea's recent search for a new shirt sponsor.
With the deal with Samsung coming to a close last season, the Blues needed a new name for the front of their jerseys and clearly wanted to make sure they extracted every penny they could from the new deal.
So they commissioned agency Saatchi & Saatchi to lead the search, and they came up with the ingenious plan of massively kissing the arses of the chief executives of 33 major global firms.
From personalised jerseys and Premier League medals to uniquely tailored point-of-view video presentations documenting jaunts around the halls of Stamford Bridge and Cobham (as if), the CEOs in question certainly got the hard sell.
And fair play, we suppose, because they only went and landed a £40million-a-year deal with Yokohama Rubber.
https://www.youtube.com/watch?v=AEes-0bpK2I
