Manchester alt-rock trio False Advertising have returned with their new single, 'The Sorry Window,' a track that sees the band blend their signature grunge-influenced sound with a more indie-pop sensibility. Released just a few days ago, the song is the latest taste of new material from the band, following on from their 2024 single 'Don't Ask Me' and their highly-praised 2019 album, 'Brainfreeze'.
'The Sorry Window' is a song of delightful contrasts. On the surface, it’s a bright, upbeat slice of indie, yet beneath its catchy hooks lies a sense of bittersweet nostalgia and regret for missed opportunities. The sentiment is particularly potent as the nights draw in and the memory of summer fades, a feeling perfectly captured in the track’s music video. Shot by the band in Anglesey, with additional live footage from 2000 Trees Festival, the video follows a protagonist on a reflective journey, revisiting old haunts with a sense of longing for a different past.
The single's creation was a journey in itself, born from a period of uncertainty for the band. The initial idea began as a DIY recording during the covid-era by frontwoman Jen Hingley in various Manchester rehearsal spaces before bassist Josh Sellers added his contribution. The track was finalised at London's The Church Studios with long-time collaborator Luke Pickering, a producer and mixer who has worked with the likes of Fontaines D.C. and Arlo Parks. Kevin Tuffy, known for his work with Metronomy, then mastered the track in Berlin.
False Advertising have built a solid reputation as a formidable live act, something their new material looks set to build on. They’ve spent the last year or so teasing a return to form with a short headline tour and festival appearances at Manchester Punk Festival and Duck & Dive Festival, among others. The band has previously shared stages with some of the biggest names in the UK's alternative scene, including Idles, Jamie Lenman, and Everything Everything, as well as playing at major festivals like SXSW and 2000 Trees. Their music has also been championed by BBC Radio 1 and BBC 6 Music, with airplay from Huw Stephens, Jack Saunders, and Steve Lamacq, to name just a few.
With over 1 million streams on Spotify since the release of 'Brainfreeze', and recent tracks like 'Don't Ask Me' earning spots on popular playlists, the band’s return with 'The Sorry Window' is a promising sign of things to come. If this single is anything to go by, fans can expect an emotional and sonically rich larger body of work from False Advertising in the not-too-distant future.
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