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A bizarre online rumour, a red card and a four-match suspension have put Vinicius Jr back into the spotlight at a crucial point in Real Madrid's season.
First, over the summer, came the uncertainty over his future at Real Madrid, with contract talks stalling for more than 18 months and Arsenal reportedly among the clubs interested in the Brazilian.
Those negotiations eventually reached a resolution, with Vinicius securing an improved deal, but the headlines have continued.
Then came bizarre conspiracy theories claiming he had been replaced by a body double, following cosmetic surgery he had done after the World Cup.
Now, following his dismissal against Villarreal at the weekend, a four-match suspension means he is ruled out of El Clasico against Barcelona a week on Sunday.
But beyond the social media frenzy and disciplinary controversy, bigger questions are emerging about Vinicius' form, his on-pitch behaviour and his relationship with the Real Madrid supporters.
From the bench to the red card
A key moment was when Jose Mourinho opted to start the Brazilian on the bench for the match against Villarreal, their first since the international break.
It was the first time since last April that Vinicius had not started a match for the club, with Mourinho handing Yan Diomande a place in the starting XI instead.
"What makes me sad is the fact he really wants to be at his absolute best," Mourinho said beforehand.
"He wants to be the Vini who wins games, scores goals and makes the difference. Seeing the pain he feels himself makes me sad. He is an extraordinary guy who works very hard to get back to his absolute best.
"He deserves better treatment, as he has made Madrid very happy on many occasions."
Vinicius has been continually booed and whistled by some Real Madrid supporters this season, along with other players.
After entering the game in the 52nd minute he looked to have made an immediate impact, scoring what Real believed to be their second goal after a Jude Bellingham assist.
Vinicius raced towards the supporters, kissing the badge before being engulfed by his team-mates, who piled on top of him in celebration.
Even Mourinho sprinted across the pitch to join the celebrations, which felt like a public display of his faith in the Brazilian.
A VAR review changed everything.
The referee was sent to the monitor, which showed Vinicius pulling Nathan Saliba's hair while the ball was in play and neither player was challenging for it.
The referee overturned the goal and instead showed Vinicius a straight red card.
The Brazilian's reaction to the decision then became a further disciplinary issue, with team-mates having to intervene as he continued to protest.
Mourinho refused to speak to press afterwards. News travelled around the media room that Mourinho felt if he did speak, he would say something that would get him suspended.
Four matches and no Clasico
Two hours before Real faced Roma in the Champions League on Wednesday, the Spanish football federation's disciplinary committee handed Vinicius a four-match suspension.
Two matches were imposed for the hair-pulling incident, with a further two for his protests following the dismissal.
The punishment rules him out of league fixtures against Sevilla, Barcelona, Racing Santander and Valencia. Most significantly, it means he will miss El Clasico, unless an appeal changes the outcome.
Mourinho expressed his frustration at the timing of the announcement, questioning why it came just two hours before their Champions League match.
"Do you think it's normal for a player who is going to play an important match for Spanish football to know two hours before that he is sanctioned with four games? You don't need to answer me," Mourinho said.
"It's not normal. Couldn't they do it now or tomorrow morning? We found out on the bus and almost arrived at the stadium."
The Portuguese coach described the decision as showing "little respect" for the club and suggested the timing was intentional, particularly with Madrid facing a demanding schedule in the coming days.
I was so surprised - Vinicius
Following Real Madrid's 4-3 victory over Roma, Vinicius also addressed the incident, having apologised to his team and fans on social media.
"I don't remember any player ever getting a four-game suspension," Vinicius said. "I tried to get past the player in front of me and ended up grabbing his hair.
"That's it – a red card. That's why I was so surprised, but I didn't say a single bad word to the referee to deserve a four-game suspension."
The forward also acknowledged his frustration at being substituted in the 59th minute against Roma when Real Madrid were trailing 3-1. They then scored three late goals to stage a remarkable comeback win.
"It's normal for me to get upset after being substituted because I always want to play every match," he said.
"I'm aware of my form and how I'm playing. I'm here to help the team, and sometimes I need to come off so other players can play and change the dynamics."
The Brazilian has gone six appearances for Real Madrid without scoring, with his last goal coming in August against Real Sociedad.
A bizarre conspiracy theory
The 26-year-old has also become the subject of bizarre conspiracy theories on social media after undergoing a cosmetic surgery procedure on his chin in July.
Because of the visible differences, rumours on social media suggested Vinicius had been replaced by a body double.
Meanwhile, Vinícius's personal life has also made headlines in Brazil, with his reported split from Brazilian-American television personality Virginia Fonseca dominating coverage over the weekend.
The internet may continue searching for extraordinary explanations on why Vinicius has experienced a dip in form, but Real Madrid need to find answers on the pitch.
The win against Roma, especially coming from two goals down, was described by Vinicius as a "huge boost for the team".
He assured fans that he will be back to his best form as soon as possible.
"I know I'm not at my best right now, but I've had worse moments, and even when people doubted me, I've always stood up for this club," he said.
"That's why I renewed for six more years. The good streak will return, and the goals will come back. I'm sure of that. I have no doubt. I'm here to help the team."
