33 words in 30 seconds: Adele accompanied by a grand piano clearly singing the sequel to her most beloved song, Someone Like You.
Sample lyric (in fact the entire lyric we have so far): ‘Hello. It’s me. I was wondering if after all these years you’d like to meet? To go over everything. They say that time’s supposed to heal ya but I ain’t done much healing.’
And that’s it. Hooked? We are. It had been an entirely predictable Sunday edition of The X Factor‘s six chair challenge when an ad with no commentary and only the words above appearing in text on a black screen appeared in a break (see teaser above).
In fact we can’t even be sure it’s called Hello. Which may well seem a little, erm, Lionel Ritchie to pop fans of a certain age.
Its parent album 25 is expected to be released 20/11 and already the competition are pushing back their own release plans in response to the follow up to 21, the fourth best-selling album in the UK ever which has shifted 30 million units worldwide.
Adele, now 27, was actually expected to release 25 a year ago. This year she’s been pictured with Fleetwood Mac in their dressing room at The 02 and at Glastonbury, fuelling speculation of potential destinations on an imminent tour.
What next? The single could be released as soon as Friday. Or perhaps another 30 seconds will be revealed in an ad break during The X Factor‘s judges’ houses shows on Saturday and Sunday.
UPDATE: Full video:
Single out 23/10 and currently topping the iTunes singles chart.