BTS launches tabloid-style ads featuring urinal imagery for new track 'NORMAL'

Global superstars BTS have always thought outside the box when it comes to promoting their music. During the promotions for “Butter,” fans were treated to watching an animated piece of butter with BTS’s logo on it melt for over an hour as a countdown to the song’s release.

Before the release of the ARIRANG album, the group had mysterious signs and structures put up around Seoul, London, New York, and Los Angeles that read “What’s Your Love Song?” That promotion worked closely with Spotify to promote that message, centered on Love (Self-Love, Fandom Love, Romantic Love, Healing Love, Unrequited Love, and Nostalgic Love).

After the release of their album and lead track, “SWIM,” the boys began more promotional efforts with Spotify, featuring swimming imagery at their concerts and even a SWIMSIDE performance overlooking New York City’s famous pier.

Now, with the anticipated release of their music video and the Korean version of the track for “NORMAL,” BTS has been pulling some interesting surprises for their fans. The group is set to unveil the music video and track exclusively on Spotify this Friday, July 17 (EST), before releasing it on all streaming platforms on July 19 (EST).

About the Track

The track, which appears on their ARIRANG album, was produced by Ryan Tedder and Sean Cook, with songwriting credits to BTS members RM, j-hope, and SUGA, along with global writers. According to BIGHIT MUSIC, “NORMAL” “explores the space between spotlight and silence and the emotions long familiar to BTS.” Set against an opening of heavy kick and snare rhythms blended with psychedelic guitar sounds, the soft pop song plays on the heavy toll of fame, constant scrutiny, and life's highs and lows. The message is conveyed through the members' vocals, which are filled with conversational sing-rap elements to fully tell their story. This is BTS’s “normal.”

Tabloid-Style Teaser Campaign

On July 13, the San Francisco Chronicle released a large, eye-catching teaser advertisement, which was later printed in the New York Post on July 14. The ad spread across social media and in many ARMY group chats, with fans trying to determine if this was real.

The newspaper advertisements had the headline: “BTS Seen in Bathroom Amid Mysterious Late-Night Gathering.” The image appeared to show the members – RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook – in fancy black suits, their backs turned toward the camera, in front of a row of urinals, as if it were controversial. The copy reads:

“Questions have been raised following a late-night photo appearing to show all seven BTS members together in what appears to be an unexpected setting. While the gathering itself remains unconfirmed, some have questioned whether the situation was entirely normal…”

Fans quickly understood it was an advertisement for their upcoming music video for “NORMAL,” especially after the BTS members added LAMRON to their Instagram bios – just “NORMAL” backward. Everyone now wanted a copy of BTS’s advertisement.

Music Video Concept

The image also hinted at the music video concept. Sure, BTS are all fancy in their suits, but they go to the bathroom “just like us.” But also, it’s the idea that something as simple as going to the bathroom – they’re followed and photos are taken of them to exploit in the newspapers – as if this were “normal” for them. It may be a clapback at those who have not respected their privacy – both paparazzi and fans and/or stalkers who have followed them.

The group then released a teaser for the video, with the members facing the urinals as they use them. RM enters, tries to find a spot, and chooses one next to Jung Kook, who reacts with amusement.

Filming Location

The music video itself was shot in Lisbon, Portugal, the same city as their “SWIM” music video. It is said to be filmed at the historic property Quinta Da Francelha, whose architecture dates back to the golden age of the 17th and 18th centuries, with neoclassical transformations that have been preserved.