The track list for Coldplay's eighth album—the band's first in four years—is no longer secret, but the revelation was an unusual one: The band took out ads in the classifieds section in papers in the UK, France, Australia, New Zealand, and Malaysia on Wednesday sharing the names of each song on Everyday Life, which is divided into two parts, Sunrise and Sunset. The announcement of the album itself was unusual too: The band on Monday sent this letter to a fan, who thought the correspondence was a joke, reports the BBC. As for the classifieds, "in the North Wales Daily Post, the advertisement sits alongside ads for bales of hay and a fridge-freezer," per the Guardian. In a tweet, lead guitarist Jonny Buckland, a Wales native, noted he "once had a holiday job at the Daily Post, placing photos of houses for sale. I wasn't very good at it."
Daily Post editor Andy Campbell tells the BBC the editorial team was "blissfully unaware" of the ad until a reader called about it. "To be honest, it's a brilliant bit of marketing by Coldplay, to get everyone talking about their new album and the track listing." The band leaned into the old-school, offline marketing style even in teasing the album. Black and white posters showing Coldplay "dressed as a 1920s wedding band, sitting next to a man who appeared to be German philosopher Friedrich Nietzsche, holding a saxophone" appeared in various cities, including Madrid, ahead of Wednesday's announcement, per the BBC. The outlet adds the "biggest-selling British band of the 21st Century" has "largely been silent since 2017." Everyday Life drops Nov. 22. (Read more Coldplay stories.)