What’s up with the shark photo? It’s the question Florida coach Jim McElwain just can’t escape.

Even after he vociferously denied that it was him in the viral photo of a nude man on top of a shark several times this offseason, it was still something he was forced to discuss at SEC Media Days on Tuesday.

As you can see in the video below, McElwain started off his response with a laugh but quickly got serious about having to constantly address the photo that he swears is not him:

“I love the humor in it,” he says. “And yet, when it did actually attack the university, but attacked my family… when you know it’s not you… I bust chops with the best of them now, and yet, when it got personal…”

McElwain then trailed off, giving a brief nod to signal he was done talking. Hopefully this is the last time he has to address the now-stale meme, but it’s probably a good bet that he’ll be asked about it again sometime down the road.