About this page:

• Receive assistance with ASMR ad campaigns
• Read articles and research about ASMR ad campaigns
• Learn about the history of ASMR ad campaigns (with links to examples)

Need assistance with creating a true and effective ASMR-inspired commercial, ad, or promo?

• Contact Dr. Richard for consultation: asmruniversity@gmail.com
• Example: Dr Richard consulted for this ASMR-inspired Super Bowl commercial

Related Articles & Studies

• Sonic sensations: Navigating the mixed outcomes of ASMR in retail advertising
  • Journal of Retailing and Consumer Services, Sept/2024
  • “This research underscores the nuanced role of ASMR in advertising, highlighting the potential for positive effects within a specific consumer segment, while cautioning against its broader application.”
• Effect of ASMR messages on consumer brand perceptions and intentions
  • Journal of Consumer Behavior, June/2024 & Jan/2025
  • “The results show that ASMR can be induced even by short, sponsored messages and that it positively influences the perception of both the advertised brand and the ASMRtist presenting it. Hence, ASMRtists are suitable brand ambassadors for marketers looking to reach an underserved online community“
• Is ASMR Right for Your Audio Campaign?
  • Ad Results Media, March/2024
  • “Many people find ASMR sounds to be enticing, calming, and satisfying. Anything that makes your customer feel something—and in this case, we mean really feel—could be a chance to make an impression.”
• ASMR in service experience: an exploratory study
  • Service Industries Journal, February/2024
  • “…experiencing ASMR increases the likelihood of a repeat purchase…experiencing ASMR enhances customer experience in high contact-long duration services but hinders it for low contact-short duration services.”
• How ASMR took over fashion and beauty marketing
  • Fashion Journal, February/2024
  • “This sense of intimacy allows for products to be meticulously studied, as ASMR content typically focuses on a single product for an extended period…This synergy between visual allure and sensory gratification is what makes ASMR a perfect fit for the fashion and beauty industries.”
• Determining ASMR Effect on Advertising Effectiveness by Using Content Analysis
  • EGE Academic Review, August/2023
  • “The results showed that both ASMR ads were mostly evaluated as relaxing and positive, but also provided a positive behavioral attitude such as using the brand and voluntarily watching the ads repeatedly.”
• Audio Agency Utilized Veritonic Data to Successfully Leverage ASMR
  • Business Wire, 3/28/23
  • “Findings show that by transporting the listener to a blissful place via engaging audio ads, there is a higher chance they will remember the company after the ad is heard.”
  • “Findings show that when ASMR is used and breaks the fourth wall with the audience, companies can engage with and keep the audience’s attention for longer than traditionally voiced audio ads.”
• Why Sport Clips joined the ASMR fan club
  • Marketing Dive, 1/6/2023
  • “The ASMR spots proved to be successful, beating Veritronic’s retail benchmarks. Among key indicators, brand awareness increased 15% (48 hours after exposure to the ads)“
• Can a Whisper Boost Recall Of Video Advertisements?
  • Journal of Advertising Research, 2022
  • “The authors investigate the effect of ASMR…and show that it positively affects recall. The authors also explore…how ASMR experience intensity, immersion, and narrative transportation serially mediate the effect. “
• Transfer of ASMR to Relationship Marketing
  • Journal of Relationship Marketing, Oct/2022
  • “The study entails several managerial implications. It encourages practitioners to consider ASMR not only as a commercial instrument to gain attention due to the phenomenon’s popularity on social media but also for the design of service interactions.”
• 5 brands in Malaysia that hit the jackpot
  • Marketing Interactive, 4/14/2022
  • The first case study mentions the success of an ASMR-inspired Malaysia Airlines promo which may have been inspired by a similar 2019 JetBlue promo.
• When slow-paced ads may work the best
  • International Journal of Advertising, Vol 40, 2021
• The Extending Phenomena of ASMR and Foley in Advertising
  • Little Black Book/Sonic Union, 12/14/2021
• Storyscaping in fashion brand using commitment and nostalgia based on ASMR marketing
  • Journal of Business Research, June/2021
  • “ASMR’s quiet nature becomes even more unique and special, making it easier to catch the eyes of the public. ASMR is now considered a very efficient way of marketing and is drawing huge interest from the marketing field.”
• ASMR Ads: Reaching New Publics One Tingle at a Time
  • Platform Magazine, 9/9/2021
• Could ASMR Be a Brand’s Secret Weapon?
  • Medium, 12/8/2020
• How Brands Can Help Millennials And Gen Zs Combat Burnout
  • Mediapost.com, 1/15/2020
  • Key statement, “Fifty-five percent of respondents in Cassandra’s research said they like advertising that features ASMR.”
• Inside the Rise of the ASMR commercial
  •  New York Magazine/Vulture, 3/12/2019
• Beauty brands are tapping into the ASMR YouTube community
  • Glossy.co, 4/25/19
• Industry Executives Predict What Will Happen in 2019 and Beyond
  • AdAge, 1/3/2019
  • Predictions include, “The return to sound…a more intimate relationship between the sender of the message and the audience.  ASMR [Autonomous Sensory Meridian Response] is also a sign of this renewal. By whispering information, we make it more impactful, unlike a flow of flashy images that no one can follow.” – Jean-François Sacco (CCO & Co-Founder of Rosapark)

The following is a historical list of the first ASMR-inspired commercials, ads, and promos (2015-2021).  

Some of these productions didn’t create true ASMR scenarios, they simply tagged their production with the term, “ASMR”.  

Watch/listen to each ad below to see if it truly fits this definition of video-mediated ASMR scenarios: A kind or caring person is giving personal attention to the viewer with a gentle voice, gentle touch, gentle sounds, and/or gentle movements.

Early History of ASMR-inspired commercials, ads, and promos (2015-2021)

2015

• Nov; Dove (chocolate)

2016

• April; Pepsi (soda) [1]
• July; KFC (restaurant chain)
• Oct; Norrland Guld (beer)
• Nov; Ritz (crackers)

2017

• Aug; IKEA (furniture) [1]
• Sept; Toyota (automobile co.)
• Oct; Glenmorangie (whisky) [funded ASMR research]
• Dec; Sony (cell phone)

2018

• April; Applebee’s (restaurant chain)
• May; McDonald’s (restaurant chain)
• July; Safeguard (soap)
• Aug; Playfoam Pals (foam toy) [1]
• Sept; Renault (automobile co.)
• Sep:  Playfoam Pals (foam toy) [2] 
• Oct; Girls Who Code (activism promo)
• Oct; MTV (nominee promo)
• Oct; Ralph Breaks The Internet (movie promo)
• Nov; Fuze (iced tea)
• Nov; Dolls Kill (fashion)
• Dec; Nitto (tire co.)
• Dec; Behr (paint)
• Dec; Zippo (lighters)
• Dec; Universal Studios Hollywood (Grinchmas event promo)

2019

• Jan; Pepsi (soda) [2]
• Jan; Michelob Ultra (beer)
• Jan; Members Equity (bank)
• Jan; Strongbow (apple cider)
• Feb; Pernod Ricard/Kahlua (espresso martini)
• Feb; National Rail (UK rail travel)
• Feb; Lynx/Axe/Unilever (grooming products)
• March; Cadillac (automobile co.)
• March; Hyundai (automobile co.)
• March; Liam Hodges (menswear fashion)
• March; SK-II (beauty products)
• March; Nintendo (game), [1],
• April; Coca-cola (soda), [Coca-Cola Russia]
• April; Bon Appetit (magazine) [April Fool’s Day joke]
• April; Frank and Honest (coffee)
• April; Skyy (vodka)
• April; Sonny’s BBQ (restaurant chain)
• April; VisitLex (Lexington, KY tourism promo)
• April; Marriot Moxy (hotel chain)
  • Created specially-produced ASMR videos for guests, performed by Bella Thorne, Dani Thorne (COM3T), Caroline Vreeland.  A Journalist’s experience.
• April; Billie Eilish (singer)
  • Music label commissioned Gibi ASMR to make ASMR version of album (“…she wasn’t paid, though she did get concert tickets…”).
• May; Jack in the Box (restaurant chain)
• May; SMG Studio (video game promo)
• May; Hershey Canada (Reese peanut butter cups) [includes ASMR artists]
• June; KJ’s Super Stores (gas/convenience stores)
• July; Goop (skincare products)
• July; Stanley Black & Decker/Envision Virgin Racing  (neurodiversity awareness promo)
• July; WWE (Extreme Rules event)
• July; H&R Block (tax assistance)
• Aug; Skoda India (automobile co.)
• Aug; Gucci (fashion) [good ASMR ad example]
• Aug; Apple (iPhone promos)
• Sept; Bacardi (rum)
• Sept; Ford (automobile co.)
• Sept; Coach (fashion)
• Oct; The Fermentist (beer)
• Oct; Best Cigar Prices (cigars)
• Nov; Canadian Tire (department store) [1]
• Nov; Simon Community NI (homelessness campaign)
• Dec; SodaStream (carbonation device)
• Dec; Nintendo (game) [2]
• Dec; [Nintendo (game) [3]
• Dec; Zappos (footwear)
• Dec; Jumanji: The Next Level (movie promo)
• Dec;JetBlue (airline promo)
  • Perhaps inspiring this similar 2022 promo by Malaysia Airlines

2020

• Jan; Canadian Tire (department store) [2]
• Jan; Sex Education (TV show promo)
• Jan; Pokemon (game/characters) [1]
• Jan; Pokemon (game/characters) [2]
• Feb; Coca-Cola Russia (beverage)
• Feb; IKEA (furniture) [2]
• Feb; The Walking Dead (TV show promo)
• March; Automotive Aesthetic (automobile service)
• Aug; Canadian Tire (department store) [3]
• Aug; BMW (automobile)
• Oct; Adidas (shoes), [1]

2021

• Feb; Pepsi (soda) [3]
• Feb; Lego (relaxation soundtrack)
• Feb; Texas Dept of Health (vaccine promo)
• March; Google (Pixel promo)
• March; Masked Singer (TV show promo)
• April; Virgin Atlantic (airline)
• April; Sheba (cat food promo)
• April; Disney (Earth Day promo)
• May; Carl’s Jr/Hardees (restaurant chains)
• June; Elle/Carolina Herrera (perfume)
• June; Tennis Channel (tennis player highlight)
• June; Supacolor (print-branding)
• June; Hong Kong Tourism Board (travel promos)
• June; Malaysia Airlines (promo)
• June; McDonald’s Canada (Grand Big Mac promo)
• July; Prada (fashion label)
• Nov; Land Rover (automobile)

*Curators and Contributors*

• Dr Craig Richard (Primary Curator)
  • Compiled current and ongoing list of commercials/ads/promos (with links) and the related articles.
• Ambar Hernandez (2021 Assistant Curator)
  • B.A. in Psychology, University of California, Los Angeles (UCLA)
  • Incoming Masters Student in Social Welfare, University of California, Los Angeles (UCLA)
  • Confirmed or updated links, added dates, and sorted chronologically.
• Additional credit to:
  • Vanessa Mitchell (sent link to Strongbow ads)
  • Marisa Bode (sent link to National Rail ad)
  • Ellina Tsykhovska (sent link to Adidas, Coca-Cola Russia, and BMW ads)

Have something to add?

• Just send an email to asmruniversity@gmail.com with a link to the ASMR-inspired commercial, ad, or promo.