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.
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
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)
*Related Articles*
- 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)“
- 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
- 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)
*Curators and Contributors*
- Dr Craig Richard (Primary Curator)
- Compiled current and ongoing list of commercials/ads/promos and links.
- 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.
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