*This content was translated by AI.
Big Hit Music, the agency of BTS (BTS), sent shockwaves through global fandoms with a bold tabloid-style newspaper advertisement teasing their new song “Normal” music video.
The Big Hit Music ad published in a U.S. daily on July 14 directly parodied the sensational front page of a tabloid. It featured a provocative headline: “BTS MEMBERS SEEN IN BATHROOM AMID MYSTERIOUS LATE-NIGHT GATHERING,” complete with a red stamp reading “SHOCKING PHOTO REVEALED.”
The photo shows all seven BTS members dressed in suits, standing with their backs turned at the urinals in a restroom. The ad’s body text includes the sentence, “Some may wonder if this gathering was completely normal (NORMAL),” cleverly embedding the song title. It concludes with “more information will be revealed on July 17,” announcing the music video release date.
The advertisement also appeared in U.S. dailies including the San Francisco Chronicle and the New York Post. Particularly notable is that the ad was published in the New York Post, famous for its tabloid style, making the meta-strategy of parodying a tabloid format within a tabloid itself highly effective.
As the ad spread across social media, fan reactions were explosive. @polartaegi commented, “This is truly genius promotion,” while @tiny_purple_cat called it a “crazy ad idea” and left a raw reaction: “WHAT THE FXXK.” @ZinniaZee stated, “BTS knows how to build anticipation. Fans are ready,” and @mj_alwayss remarked, “Even the smallest details about BTS get reported like this. The Normal promo ad is truly genius.” Some fans pointed out that two urinals in the ad were empty, speculating it might hint at a collaboration. @rkiveofvante predicted, “This is going to blow up big.” Meanwhile, @Yoon_kookie97 mistakenly treated the ad as a real tabloid article, writing, “BTS members spotted in bathroom during late-night mysterious gathering???” sparking laughter among fans.
“Normal” is track 9 on the Arirang album and will officially be promoted on U.S. pop radio by Interscope Capitol Records starting July 27. Following the lead single “Swim” topping the Billboard Hot 100, this song has been selected as the second radio single. Spotify is also running member-specific “Normal Day” playlists with fan voting underway. With the music video release set for July 17, a multi-faceted promotion campaign ranging from tabloid ads to Spotify initiatives is driving up excitement around “Normal.”
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*This content was translated by AI.