The following is a list of commercials, ads, and promos that have attempted to incorporate ASMR triggers.  

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.

Click HERE for an example and analysis of a well done ASMR-inspired commercial for Michelob Ultra.   “Azania Andrews, VP of Marketing for Michelob Ultra, said sales volume for the beer grew in the triple digits following the airing of the ad” [source].

***List of ASMR-inspired commercials, ads, & promos***

Food & Beverage Industry:

• Applebee’s (restaurant chain)
• Bacardi (rum)
• Bon Appetit (magazine) [April Fool’s Day joke]
• Coca-cola (soda)
• Dove (chocolate)
• Frank and Honest (coffee)
• Fuze (iced tea)
• Glenmorangie (whisky)
• Hershey Canada (Reese peanut butter cups) [includes ASMR artists]
• Jack in the Box (restaurant chain)
• KFC (restaurant chain)
• KJ’s Super Stores (gas/convenience stores)
• Pernod Ricard/Kahlua (espresso martini)
• McDonald’s (restaurant chain)
• Michelob Ultra (beer) [Super Bowl Ad]
• Norrland Guld (beer)
• Pepsi (soda) [1], [2]
• Philadelphia (cream cheese frosting)
• Ritz (crackers)
• Skyy (vodka)
• SodaStream (carbonation device)
• Sonny’s BBQ (restaurant chain)
• Strongbow (apple cider)
• The Fermentist (beer)

Transport industry:

• Automotive Aesthetic (automobile service)
• Cadillac (automobile co.)
• Ford (automobile co.)
• Hyundai (automobile co.)
• National Rail (UK rail travel)
• Nitto (tire co.)
• Renault (automobile co.)
• Skoda India (automobile co.)
• Toyota (automobile co.)

Other products & companies:

• Behr (paint)
• Best Cigar Prices (cigars)
• Canadian Tire (department store)
• Coach (fashion)
• Dolls Kill (fashion)
• Gucci (fashion) [good ASMR ad example]
• Goop (skincare products)
• H&R Block (tax assistance) [1], [2], [3]
• IKEA (furniture) [1], [2]
• Kat Von D Beauty  (beauty products)
• Liam Hodges (menswear fashion)
• Lynx/Axe/Unilever (grooming products)
• Members Equity (bank)
• Nintendo (game), [1], [2], [3]
• Playfoam Pals (foam toy) [1], [2]
• Pokemon (game/characters) [1], [2], [3]
• Safeguard (soap)
• SK-II (beauty products)
• Sony (cell phone)
• Zappos (footwear)
• Zippo (lighters)

Promos:

• Apple (iPhone promos)
• Girls Who Code (activism promo)
• Jumanji: The Next Level (movie promo)
• MTV (nominee promo)
• Ralph Breaks The Internet (movie promo)
• Sex Education (TV show promo)
• SMG Studio (video game promo)
• The Truth (anti-smoking promo)
• Universal Studios Hollywood (Grinchmas event promo)
• Simon Community NI (homelessness campaign)
• Stanley Black & Decker/Envision Virgin Racing  (neurodiversity awareness promo)
• The Walking Dead (TV show promo)
• VisitLex (Lexington, KY tourism promo)
• WWE (Extreme Rules event)

*Special Mentions*

• Marriot Moxy (hotel chain)
  • Created specially-produced ASMR videos for guests, performed by Bella Thorne, Dani Thorne (COM3T), Caroline Vreeland
  • Analysis: A journalist shares his on-site experiences of the Moxy Hotel ASMR videos.  Read his Testimonial here.
• Billie Eilish (singer)
  • Music label commissioned Gibi ASMR to make ASMR version of album (“…she wasn’t paid, though she did get concert tickets…”).

*Related Articles*

• Could ASMR Be a Brand’s Secret Weapon?
  • Medium, 12/8/20
• How Brands Can Help Millennials And Gen Zs Combat Burnout
  • Mediapost.com, 1/15/20
  • 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, 3/12/19
• 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, 1/3/19
  • 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)

Have something to add?

• Just send an email to asmruniversity@gmail.com with a link to the ASMR-inspired commercial, ad, or promo.
• Thank you to assistance from:
  • Madison (sent link to Kat Von D Beauty)
  • Vanessa Mitchell (sent link to Strongbow ads)
  • Marisa Bode (sent link to National Rail ad)