Niall Horan, Louis Tomlinson, Zayn Malik, Liam Payne and Harry Styles all looked freeeezing cold as they worked on their latest promo outdoors on Monday (24 March).
Poor Harry, especially. He's spent plenty of the year over in sunny LA so the nasty British winds must have seemed especially cruel.
All five boys kept wrapped up in heavy coats, hats, scarves, blankets and we even glimpsed a few hot water bottles.
(The bundle in the picture below is Harry hiding under a mound of brown blankets.)
No doubt plenty of 1D fans would be more than willing to warm them up!
As well as trying not to freeze, the guys were seen playing football on set, messing around with each other and the crew and, randomly, blowing up pink balloons.
Perhaps all will be explained when the video is released…
According to BBC News, the filming was originally kept under wraps, with posters in town saying it was a Countryfile progamme – but those clever One Direction fans soon sussed it!
Hundreds of fans lined the streets along the pier to catch a glimpse of their idols, who noted their appreciation for the support by waving and smiling from set.
There's no word yet on exactly what song the video is for. Their most recent album, Midnight Memories, was released in November 2013 and was already spawned singles 'Best Song Ever', 'Story of My Life' and 'Midnight Memories'.
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Watch One Direction's video for 'Midnight Memories' below: