They might be one of the biggest bands in the world - but Coldplay chose to make their latest announcement on a much smaller scale. Much to the shock of people reading north Wales’ Daily Post, the band revealed the tracklist to their upcoming double album Everyday Life in the classified adverts section, alongside more mundane ads for bales of hay and fridges.
Later, lead guitarist Jonny Buckland, who grew up in Flintshire, revealed the inspiration behind the campaign, saying that he once had a holiday job at the paper. He tweeted, ‘I once had a holiday job at the Daily Post, placing photos of houses for sale. I wasn't very good at it.’ And similar adverts also appeared in Exeter's Express and Echo (lead singer Chris Martin's hometown) and Southampton's Daily Echo (where drummer Will Champion is from).
Apparently, the editor of the Daily Post didn’t even know the advert had been placed. Speaking to BBC Radio Wales Breakfast with Claire Summers, he said, ‘In editorial, we were blissfully unaware of it until someone phoned us up and pointed it out yesterday… To be honest, it's a brilliant bit of marketing by Coldplay, to get everyone talking about their new album and the track listing. Maybe someone from the record company, maybe Jonny Buckland himself phoned up the adverts team and placed the advert.’
Two new singles Orphans and Arabesque will premiere tonight on Radio 1. 'It’s all about just being human,' Martin told Annie Mac, speaking about the album. 'Every day is great and every day is terrible…It just feels kind of free. There’s so much life bursting out on the planet.
'[The album] is our reaction to the perceived negativity that’s everywhere. And there is a lot of trouble, but there’s also so much positivity and so much great life happening. So in a way, it’s just trying to make sense of things, saying what we feel and what we see.'