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BTS has once again found a creative way to capture fans' attention, this time through an unexpected marketing campaign that has appeared in newspapers across the United States.
In recent days, full-page advertisements have been spotted in publications including the San Francisco Chronicle and the New York Post. Designed to resemble sensational tabloid front pages, the ads feature an image of the seven BTS members standing inside what appears to be a public restroom. The headline reads, "BTS Members Seen in Bathroom amid Mysterious Gathering."
Instead of a newspaper's name, the masthead displays "BigHit Music," the group's record label. The page also includes dramatic phrases such as "Shocking Photo REVEALED" alongside the image, creating the impression of a celebrity gossip story.
A short article beneath the headline adds to the mystery, stating, "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 noticed that the word "normal" was highlighted in bold, leading many to believe it was a deliberate clue.
"NORMAL" is the title of a song from BTS' latest album, ARIRANG. The all-English track has long been rumored to be the group's next single after being featured during several recent performances, including their comeback show in Seoul and a special Spotify performance in New York. It also appears prominently on the setlist for the group's sold-out ARIRANG world tour, which is currently concluding its European leg in Paris before returning to the United States.
Adding to the speculation, BTS recently updated their Instagram profile picture to display the word "LAMRON," which is "NORMAL" spelled backward.
The group has built a reputation for leaving hidden clues about upcoming projects through music videos, social media posts and promotional materials. However, this marks the first time BTS has used traditional newspapers as part of a nationwide promotional campaign.
Many fans praised the concept online, with some noting that it reflects the constant media attention surrounding the group, balancing both admiration and sensational headlines.
The mystery was finally resolved when HYBE confirmed that BTS will release the music video and Korean version of "NORMAL" on July 17 exclusively through Spotify. The song and video will become available on all streaming platforms on July 19, giving fans a new chapter from the group's fifth studio album, ARIRANG.
