Ashley Cole is not exactly the shy and retiring type, and he has responded to a spell on the sidelines at Chelsea by appearing in a Nike advert where he boasts about his career to date and insists that he isn't done yet.
The left-back, who turns 33 next week, stares straight at the camera and talks as if in confrontation mode about his achievements.
"Who you calling done?" the advert asks, before Cole takes centre stage:
Who you calling done? You think I'm done? I'm not done.
I won seven FA Cups. Three Premier League titles. 105 caps. I want 130.
After 13 years at the top I should be done. But I'm not.
Whether Jose Mourinho sees it exactly the same way is another question altogether. Cesar Azpilicueta, a right-back by trade, has been starting ahead of Cole on the left for the Blues. At the England level, Cole remains Roy Hodgson's No. 1 choice, but Leighton Baines of Everton is a genuine rival.
As for whether the ad will achieve its aim of getting people to buy Nike, that remains to be seen. But there's no doubt that it will get fans talking about Cole.