Advert Analysis: The 1975's I Like It When You Sleep for You Are So Beautiful Yet So Unaware of It

The 1975 were a critical success after the release of their debut, self titled album. Speculation had been going on for months about an upcoming sophomore album when the first adverts/promotion came out.

On 1 June, the band's Twitter accounts were deleted, which caused mass speculation from both fans and media alike that the band had broken up. On 2 June, Healy tweeted again, but revealed a cryptic and symbolic comic strip containing the message that the band had gone on hiatus. A blurred Instagram picture from Healy titled "The 1975-2" set anticipation for release.The same day, the social media accounts were reinstated.

The tweet by Healy was verified as the name for their second album later in October 2015 with "Love Me" (a "very funky new single") released on 8 October.

Titles of songs were put in cities where fans could upload pictures of the band's new theme or aesthetic. Until eventually, the name of the album was released in the same neon pink lighting.