James Blunt has basically turned his Twitter feed into an ad for his new album

James Blunt has long been the king of Twitter.

When he’s not delivering perfectly crafted smackdowns to his detractors, he’s being so endearingly self-deprecating that, you know, you can’t help but love him just a little bit.

This ad for his new album trades on this self-deprecating streak to winning effect.

We love the way he has to grasp for the woman’s hand on his right at the end. Get off me, you Blunt!

Well, we can’t say he didn’t warn us.

If you thought 2016 was bad – I'm releasing an album in 2017.

— James Blunt (@JamesBlunt) December 13, 2016

He previously announced details of his new album while lying on the bath, promising he had “something big” to show us.

I’ve got something huge to show you – pic.twitter.com/oudRglXiTk

— James Blunt (@JamesBlunt) January 23, 2017

And in the unlikely event you need reminding, here’s 30 reasons why James Blunt wins at Twitter.