There has rarely been an AFL spotlight quite like that shining upon the 'Hollywood Hawks' and their flamboyant - critics say over-the-top - mode of celebrating on-field achievements.
Members of Sam Mitchell's new-age 'rascal pack' have brought an entirely different vibe to the competition this year, seemingly inspired by social media, and aren't shy about expressing themselves.
But there's a self-policed hard edge to the young group and the so-called 'Hokball' phenomenon that doesn't attract anywhere near the same amount of column inches or air time.
Without it, there would be no cause for a quick high-five, let alone ringleader Jack Ginnivan cracking an imaginary beer and putting Collingwood to sleep.
A beaming Nick Watson strutting around a packed MCG in a wizard's hat and Mabior Chol leapfrogging his teammate after a goal? Would not have happened.
And you can forget about the post-game selfies and array of premeditated celebrations, the likes of which have traditionally been more common in the world game, rather than Australia's domestic code.
"We've brought a new sort of atmosphere to the game this year," rat-tailed Hawthorn goal-sneak Connor Macdonald told AAP ahead of Friday night's knockout semi-final against Port Adelaide.
"It's the best thing, but we have to work really hard because if we don't chase or apply pressure then we can't celebrate.
"That's our rule."
Ginnivan, Watson and Macdonald are at the heart of the group Mitchell first dubbed the 'rascal pack', which now seemingly extends to Dylan Moore, Josh Weddle, Will Day, Changkuoth Jiath and beyond.
The key to making their fresh approach work, according to boom recruit Massimo D'Ambrosio, is balance.
"There's a lot of fun that goes into our football but we know when to have fun and when to be serious," D'Ambrosio told AAP.
"We have celebrations but as soon as that ball's bounced again we're ready to kick another goal.
"We're really on the same page; there's not one person that celebrates and then isn't there for others and thinks they're too good or whatever.
"It's a really good culture at the club and I'm loving it."
That's the serious side to it.
Then there is the almost cocky, somewhat brash attitude that has inspired a growing legion of fans while riling up opposition supporters in equal measure.
It has even, perhaps for some, made Hawthorn likeable - less than a decade after their famously 'unsociable' team completed a hat-trick of flags under hard-nosed tactician Alastair Clarkson.
But while the fun-loving nature of the contemporary Hawks has come to be the defining feature of the group, it wasn't always so warmly embraced internally.
"There was definitely a little bit of a cringe to start with," veteran forward Luke Breust told AAP.
"The hardest part for me was if they did it when we were (losing).
"But at the end of the day if that's your DNA and what you're about then you can't deviate from that, whether you're losing or winning.
"That's just you all the time and I feel like they've been so true to themselves and the team."
It didn't take long for the older players to come around.
Breust and Jack Gunston, both premiership Hawks in 2013-2015, are now regarded as the "grumpy old men" of the group.
But they're on board with the youthful energisers, as is fellow veteran Sam Frost, whose foot injury in the elimination final win over the Western Bulldogs ended a career-best season.
"It's the most fun I've had in a season of footy ever," defender Frost told AAP before learning his injury fate.
"It's been awesome riding the wave of the young boys and the energy they bring.
"Even as a younger player I was a bit of an older soul and it wasn't really my style, but it's just been incredible to be a part of it.
"They're having so much fun and it's just so rewarding for me to be a part of it."
None of it would happen without third-year coach Mitchell's approval.
Once an uncompromising professional as one of Clarkson's on-field lieutenants, Mitchell has adapted his approach in the hot seat and is riding the wave of momentum with his young stars.
"He understands the individual and lets you be yourself," Macdonald said.
"It's a credit to him."
Mitchell this week leapt to the defence of Ginnivan, branding club great and four-time flag teammate Luke Hodge's public criticism of the cheeky livewire's social media antics as an "old-school" way of thinking.
The 41-year-old is all-in on his rascal pack.
"Our forward line and the energy that they've created, the vibrancy that they have in the front half of the ground, has been really important for us," Mitchell said.
"When the young guys are getting into each other and pumping each other up, that creates a positivity around it that's pretty important.
"How that manifests itself across the rest of the team and our whole fan network is not something that we planned for, but we've enjoyed it."
As for 'Hokball', not even Mitchell can define the phenomenon that has swept the AFL fan sphere online and sent merchandise sales through the roof.
"I leave it with the fans to continue to create themselves and for the club to continue to run with it," he said.
"But it's enjoyable to watch."
