BTS Members Pictured in Bathroom in Mysterious Ad Appearing in Newspapers Across the Country

BTS is often making headlines, but this week they’ve been doing it in an unusual medium: newsprint.

Full-page, print newspaper ads have appeared in outlets like the San Francisco Chronicle and the New York Post in recent days featuring the K-pop superstars seemingly standing at a row of urinals in a restroom. “BTS Members Seen in Bathroom amid Mysterious Gathering” the headline reads.

The ad mimics the style of a tabloid newspaper cover story with “BigHit Music,” their record label, appearing where the outlet name would be, and the words “Shocking Photo REVEALED” in a red burst over the bathroom image. A snippet of an article also appears at the bottom of the page next to a portrait of the seven members — RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook — from their latest album ARIRANG.

“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,” the text reads. “While the gathering itself remains unconfirmed, some have questioned whether the situation was entirely normal.”

Fans who have been circulating images online after spotting the ad in newspapers, are pointing to the bolded text including the word “normal” as a clue to what it’s all about.

“NORMAL” is the name of a song on Arirang, an anthemic, all-English tune that has long been speculated to be their next single. The group has been playing it alongside the album’s title track “Swim” in appearances including their comeback show in Seoul in March and a special Spotify performance in New York the same month. It’s also a highlight on the setlist for their sold-out ARIRANG tour, which is currently wrapping up its Europe leg in Paris before heading back to the U.S.

The group recently changed their Instagram profile picture to read “LAMRON,” normal backwards.

BTS are no strangers to leaving hints for fans about future releases and teasing them with images and video clips filled with symbolism. But this marks the first time the group has utilized local newspapers as a medium for guerrilla marketing, sparking positive reactions online for the clever rollout.

 

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“I absolutely love the newspaper concept throughout BTS’ single promotions,” one X user wrote, noting there’s also a faux newspaper headline in their “2.0” music video. “It perfectly reflects the media’s relationship with BTS and the two sides of it: one that highlights their success and achievements, and another that’s fueled by gossip and scandals.”

The lyrics of the song “NORMAL” also nod to the dark side of life in the spotlight and trying to balance global fame and privacy. “Kerosene, dopamine, chemical induced; Fantasy and fame, yeah, the things we choose; Show me hate, show me love, make me bulletproof; Yeah we call this s— normal; Run away, out of sight, don’t know what I want; Wish I had a minute just to turn me off,” they sing on the chorus.

The text in the newspaper ad continues, “When asked for comment a source familiar with the situation responded,  ‘We’re not in a position to comment any further at this time.’ The source declined to elaborate but noted that more information will be revealed on July 17.”

This led to speculation that a single, and possibly an accompanying music video, will drop on July 17.

Their company HYBE confirmed the news with a press release on Tuesday morning, noting BTS “are set to unveil the music video and Korean version of “NORMAL,” from their fifth studio album ARIRANG. The music video and track will be released exclusively on Spotify on July 17 (ET) before becoming available on all streaming platforms on July 19 (ET).”