"I'm going to win the X Factor this year..."
"Really? You and whose army?"
This exchange seems to be the concept behind ITV's new glossy promotional trailer for the 2014 series of their big-money singing contest.
Showcasing returning "nation's sweetheart" Cheryl Cole, I mean Cheryl Fernandez-Versini, I mean just Cheryl - the minute long video also gives us a glimpse of brand new judge, former Spice Girl Mel B, who's promising things are about to get a whole lot louder (let's hope's it's just big talk, eh?)
Throw into the mix Simon Cowell and that most permanent part of the X Factor furniture, Louis Walsh, plus a sub Game of Thrones-style theme and you have yourself millions of little Britons excited about another three months of pro-celebrity televised karaoke.
Here's that minute-long film in all its glory...