Canadian indie darlings Arcade Fire have teased upcoming single “Creature Comfort” in the form of a mock cereal advertisement.

This is a follow up to the band’s recent announcement of new record Everything Now and its title track. They had previously played “Creature Comfort” live, along with another upcoming cut called “Signs of Life.”

In a continuation of its faux marketing campaign led by “EverythingNowCo.,” the band has been hiding cereal boxes at various locations around Dublin. Apparently fans could secure entry to an after party for tonight’s Malahide Castle show by tweeting a photo of themselves with the box.

Tastes delicious. pic.twitter.com/nyEff6ZAZp

— Nicky Ryan (@NickyRyan_) June 14, 2017

Hello @EverythingNowCo yummy cereals!!! pic.twitter.com/Q21MxEPLM6

— Mathieu Moody (@mathieu_moody) June 14, 2017

The snippet for “Creature Comfort” comes from the Everything Now Corp. Facebook page, including the song as an upbeat tune for a brightly-colored cereal television commercial. The cereal apparently includes “100% marshmallows,” “100% fun,” and methylphenidate, a generic brand for Ritalin. There’s also an interesting split-second warning screen about the nutritional information of the product.

Everything Now will be following up 2013’s Reflektor, due July 28

The record was apparently produced by the band themselves, as well as Daft Punk’s Thomas Bangalter and Pulp musician Steve Mackey, with co-production coming from Markus Dravs (Coldplay, Mumford and Sons, etc.).

It was recorded at Boombox Studios in New Orleans, Sonovox Studios in Montreal, and Gang Recording Studio in Paris.

Apparently the vinyl version of the record will feature 20 different variations of the artwork, each including the album’s title written in one of 20 different languages.

“There’s sort of an everything-nowness to life,” said Arcade Fire frontman Win Butler to BBC Radio 1’s MistaJam, regarding the self-titled lead single. “I feel like almost every event and everything that happens surrounds you on all sides. It’s trying to capture some of the experiences of being alive now in all its flaws and all its glory.”

Check out the teaser video as well as some relevant Tweets below.

.@EverythingNowCo is pleased to announce an exciting new Arcade Fire tie-in. Please enjoy CREATURE COMFORT pic.twitter.com/qx7iNZCiR0 — Arcade Fire (@arcadefire) June 14, 2017

DUBLIN first person to tell Frank to Make It Painless will be handsomely rewarded. #CreatureComfort pic.twitter.com/xGW6ZYATbi

— Everything Now (@EverythingNowCo) June 14, 2017

DUBLIN feed your creatures #CreatureComfort pic.twitter.com/4lZNLOLczE — Everything Now (@EverythingNowCo) June 14, 2017

Photo Credit: Sharon Alagna