It was supposed to be a no-brainer…

When the Chelski PR Department was approached by club owner, Noman Avramobitch, to devise a campaign to show the “ruthlessness” of the Chelski squad – some bright spark must have thought: “What better way to achieve this than to depict them performing grievous bodily violation to harmless cartoon characters?”

And so, the doomed “Smurfista” campaign was born.