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.