ASMR commercial debuts during the Super Bowl

ASMR made it to the Super Bowl.

On Feb 3, 2019, an ASMR commercial featuring Zoe Kravitz and Michelob Ultra Pure Gold played during the 4th quarter of the Super Bowl.

In full disclosure, I was the ASMR consultant for the past couple of months to the creative and production teams behind the commercial.  These individuals truly wanted to understand ASMR and represent it appropriately in the commercial – and I think they did a fantastic job, as do some ASMR artists.

The ASMR artist, Somni Rosae, sent me the following email:

“Hi Dr. Richard!  Have you seen the new beer ad for the Super Bowl?  Personally, I think this is the first ad I think the advertising agencies got it right.  Cheers, Somni”

The ASMR artist, Gibi ASMR, commented on the commercial in the Chicago Tribune:

“I thought it was awesome. They hit the nail on the head. You can tell they did their research: They had the binaural microphones, had her whispering back and forth. They had tapping, nice sounds. They definitely watched content and had done their research on what ASMR is supposed to be. They, of course, blew it up, made it Hollywood, used a big budget, and so it was very cool. They were accurate.”

The video is currently posted on the YouTube channel for Michelob Ultra (it is the most viewed video on the channel) and contains positive comments from additional ASMR artists like ASMR DarlingfastASMRKaruna Satori ASMRThe ASMR RyanASMR Destiny, Holly ASMR, and Tyson ASMR.

The production was selected as one of the 10 Best Super Bowl Commercials by The Washington PostThrillist, and Oprah Magazine, and five months later was described as,the prime example of an incredibly successful ASMR brand advertisement.

My favorite article about the commercial was by Dr William Halligan, a dentist in San Diego who saw it and asked, “what in the world was this?”   Dr Halligan then went searching about ASMR and even strapped a heart rate monitor on himself to see his physiological response to ASMR videos.

The Super Bowl commercial is linked below and here are some of the key ASMR elements to watch for:

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Sony uses ASMR videos to promote the Sony Xperia XZ1 phone

ASMR Autonomous Sensory Meridian Response UniversitySony joins Toyota, Pepsi, KFC, Dove, Ritz, IKEA, and Glenmorangie Whisky  in utilizing ASMR videos for marketing.

The ASMR-style videos highlight the video recording quality of the Sony Xperia XZ1 phone.  The full campaign and videos are posted on the website of Carphone Warehouse, the top independent mobile online retailer in the UK.

What prompted Carphone Warehouse and Sony to create ASMR videos to help promote the Xperia XZ1 phone?

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Toyota announces commercials with ASMR technology

ASMR Autonomous Sensory Meridian Response UniversityJoining the group of Pepsi, KFC, Dove, Ritz, and IKEA, Toyota announces ASMR-inspired commercials.

According to their September 1 2017 news release about the “Sensations” marketing campaign for the 2018 Camry,

“A different creative execution incorporates ASMR technology (autonomous sensory meridian response) – a tingling many people experience when listening to certain sounds – to magnify sensations, create rich sight and sound content and highlight the extraordinary features of the new Camry.”

There is a problem though.  I didn’t find strong evidence of ASMR-inspiration in the nine campaign videos I watched.

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Pepsi creates ASMR-related advertisement

ASMR Autonomous Sensory Meridian Response UniversityPepsi has created an ASMR trigger type advertisement.

It is not nearly as bold and impressive as the ASMR trigger type advertisement created previously by Dove Chocolate.

The Dove ads incorporated hand movements, eye gazing, plastic crinkling, focused task behavior, chewing/mouth sounds, and soft/whisper vocalizations.

So what type of ASMR triggering video did the marketing juggernaut of Pepsi create?

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