Big Hit Music, the agency behind global sensation BTS, has ignited excitement across the worldwide fandom by teasing the music video for their highly anticipated new song, ‘NORMAL,’ through an unconventional tabloid newspaper advertisement.
Unveiled in a major US daily newspaper on July 14, Big Hit Music’s advertisement masterfully parodies a sensational tabloid front page. It features a bold, attention-grabbing headline: “BTS MEMBERS SEEN IN BATHROOM AMID MYSTERIOUS LATE-NIGHT GATHERING,” further emphasized by a striking red stamp declaring “SHOCKING PHOTO REVEALED.”
The accompanying image depicts all seven BTS members, sharply dressed in suits, positioned with their backs to urinals in a restroom. The ad’s body text ingeniously integrates the song title, stating: “Some question whether this gathering was entirely NORMAL.” Crucially, it concludes by teasing the MV release, announcing, “more information will be revealed on July 17,” building immense anticipation for the drop.
This innovative advertisement wasn’t confined to a single publication; it also appeared in prominent US dailies like the San Francisco Chronicle and the New York Post. Experts are praising the strategic brilliance of this campaign, particularly noting the ‘meta’ aspect of running a tabloid-parody ad in the New York Post, a newspaper renowned for its distinct tabloid format.
Once this groundbreaking ad hit social media platforms, fan reactions were nothing short of explosive. Twitter (now X) user @polartaegi exclaimed, “This is truly genius promotion!” while @tiny_purple_cat shared a raw, enthusiastic response: “Crazy ad idea! WHAT THE FXXK!” User @ZinniaZee perfectly captured the sentiment, stating, “BTS knows how to build anticipation. Fans are ready.” @mj_alwayss added, “Even the smallest details about BTS get reported like this. The NORMAL promotion ad is truly brilliant.” Adding to the buzz, some ARMYs (BTS fans) even began speculating about a potential “collaboration hint,” pointing out two empty urinals in the advertisement. @rkiveofvante confidently predicted, “This is going to blow up huge.” The humorous side of the campaign was highlighted by @Yoon_kookie97, whose bewildered reaction, “BTS members seen in a bathroom amid a mysterious late-night gathering???” mistaking the clever ad for an actual tabloid scandal, sparked widespread amusement.
Beyond the clever newspaper campaign, ‘NORMAL’ is positioned as the ninth track from the highly anticipated Arirang album. Interscope and Capitol Records are set to officially launch its promotion to US pop radio stations starting July 27. This track follows the phenomenal success of BTS’s lead single ‘SWIM,’ which impressively soared to No. 1 on the Billboard Hot 100, marking ‘NORMAL’ as their strategic second radio single. Adding another layer to the engagement, Spotify is currently hosting a fan vote through member-specific ‘Normal Day’ playlists. With the official music video premiere fast approaching on July 17, this multi-pronged promotional blitz—encompassing everything from the viral tabloid ad to interactive Spotify campaigns—is rapidly escalating the excitement and anticipation for ‘NORMAL.’
