Fans were left seriously confused after a group of people at Stamford Bridge started brushing their teeth during Chelsea's game against Fulham.
The Blues won the West London derby 1-0 after a first-half penalty from Cole Palmer but the goings on in the stands is what got people talking on social media.
A group of around seven people wearing what looked like green blazers were seen standing up behind the substitutes bench and spotted reading from books.
They were placed just in front of the press box and that wasn't their only bizarre action.
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Not long after, the same individuals proceeded to pretend to brush their teeth while the game was happening.
There was mass confusion from many corners but as per journalist James Olley, it turns out there is a reason for the absurdity.
The stunt was done to promote the upcoming film 'Argylle', starring Henry Cavill, Dua Lipa, Samuel L. Jackson and John Cena among others.
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The spy movie hits cinemas on February 2 before it is released on Apple TV+ and has been produced by a company Chelsea owner Todd Boehly is involved with.
In addition, Chelsea boss Mauricio Pochettino had the Argylle logo on the sleeve of the coat he was wearing for the clash.
Former Arsenal defender Martin Keown didn't like what he saw and said as much while doing co-commentary for talkSPORT.
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He remarked: "In the middle of an important game? Come on..."
However, incredibly, it's the not the first time someone has brushed their teeth at a Chelsea game.
Back in November 2009, a bloke stood right behind the benches had his toothbrush in hand during a game against Manchester United.
He became a viral sensation as a result, and despite someone claiming to be the individual responsible, he's never been properly tracked down over a decade on.
Featured Image Credit: Getty & X/@JamesOlleyTopics: Chelsea, Fulham, Premier League