Picture a marketing guru's ideal way of announcing the biggest signing of the summer. They'd probably use a branded hashtag, team him up with a major music star and reveal his signing in a video that felt like a trailer for the latest Hollywood blockbuster.
Well, that was how Paul Pogba's return to Old Trafford was confirmed. Forget the photo of the contract signing, forget him holding up the shirt u2012 no, he starred in a video with grime artist Stormzy, dancing away.
It was not just 'Pogba x Stormzy'. Kit-maker adidas' influence was also clear. They had thrown money behind the endeavour.