Chelsea cover players in blue paint to launch new kit campaign - pictures included

Demba Ba, Juan Mata, Fernando Torres and John Terry got painted up for the launch. Photo: Chelsea FC.

It may look like a scene from James Cameron's Avatar but these pictures are from adidas' new campaign to launch the new Chelsea FC home shirt for the 2013/14 season, that aims to encourage fans to buy the shirt without even seeing it.

David Luiz, Fernando Torres and Eden Hazard turned blue for the campaign. Credit: Chelsea FC

You can see a 'behind the scenes' video of the shoot right below

The new kit will be revealed soon.