You may have heard that Diego Simeone has now joined Twitter and Facebook in a bid to make himself not only the hottest manager in world football right now, but also the coolest.
Well, that's what his marketing crew were trying to tell us, at least.
To make the 'grand launch', the 44-year-old hosted a press event to unveil his new accounts on the social media platforms.
El Cholo took questions from the assembled press before being surprised by a very moving video message from his three sons, who suddenly appeared on a huge screen next to him.
It must be incredibly tough for Simeone to work so far away from his beloved sons, who live in his native Argentina, and he showed his delight with a very emotional response.
"Now we can follow you and be your friend!" said one of his sons as his father beamed.
He then proceeded to be reduced to tears as the messages went on in a very heartwarming display of affection for his family.
Simeone will be hoping that he is not so distracted by his new social media accounts that he forgets to prepare his team as they bid to win both La Liga and the Champions League.
Atletico face Real Madrid in the final of Europe's top competition on May 24.
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