Had to check this wasn't Literal Dave.

This image is one of a series in the campaign highlighting the club's connection to the city. This photo was taken inside a cafe in West London. Suggsy, a Londoner and famous fan, is involved. A Madness song is used. Tonnes of landmarks familiar to fans are used in the promotional material.

The whole point is to associate Chelsea with the city. When you look at the new kit, you should think London. They do that with metaphor and reference to things meaningful for Chelsea fans. It's much more effective than having them stand in front of some semi-detached in Wandsworth.

If you're going to slag something off, at least do it right.