Good Morning Britain presenters were both in shock and awe of Coldplay's latest marketing stunt to promote their brand new album 'Everyday Life'.
In a world-exclusive announcement, mega-stars of the band unveiled details of the new album in a classified advert in the North Wales Daily Post advert, news correspondent Sean Fletcher told Ben Shephard and Kate Garraway.
The ITV hosts joked about where the advert was placed in paper and what kind of other advertisements were surrounding it.
"There you go, in amongst second-hand sofas." Kate teased.
Ben and Sean chuckled as they added: "'Looking for love' too, and 'ResinDrive' specialist services."
'Everyday Life 'will be split into two sections called 'Sunrise' and 'Sunset'.
Similar advertisements revealing the new album also appeared in other newspapers around the world this morning, including Exeter - front-man Chris Martin's hometown - Australia and France.
In response to TV anchor Kate Garraway's question "why Wales?", Sean Fletcher said: "Jonny Buckland, who's the guitarist, is Welsh. He had a job at the Daily Post many moons ago, he said he didn't do very well.
"So they're giving something back to the newspaper."
In awe of the classified newspaper announcement, Ben Shephard pondered to his fellow presenters "Can you imagine when that advert came in to the person doing the classifies?"
"You'd think 'this is a wind up.'" Kate added.
Ben continued: "Equally, it could be anything! Do you actually believe its Coldplay? "
Comparing how mega-star Ed Sheeran announced his album, who created a buzz via a huge digital campaign, Kate added: "Just seeing this, is very different."
The advert is part of a string of quirky marketing techniques for the band's latest album, since releasing their last album 'A Head Full of Dreams' back in 2015.
Sean ended the segment by saying: "That version of the paper will sell out."
'Everyday Life' is set to be released on November 22 and will be band's eighth studio album.
