"Analysing humour is like dissecting a frog. Nobody laughs and the frog dies." Barry Cryer, by way of E.B. White.
Chelsea's social team put out some #bantz in the moments after Arsenal's lost the UEFA Champions League final penalty shoot out.
It did the job, if the job was irritating Arsenal fans and making Chelsea look a bit small.
A while later, the fun police got hold of Chelsea's social account and posted an apology.
Like Richard Nixon...(bit of an overreach but bear with)...the apology was more revealing than the initial 'crime'. Between the two posts, the joke and the apology, lies Chelsea's tone of voice, which is odd because it's quite a big gap.