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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An update on the data collected from the Dove Chocolate ASMR-inspired commercials

ASMR Autonomous Sensory Meridian Response UniversitySeveral months ago I reported about Dove Chocolate releasing two ASMR-inspired marketing videos.

The videos were well done and it was exciting to see a big name company incorporate ASMR into a marketing campaign.

I was even more excited by a report that they collected physiological data from viewers of these videos and the data will be made publicly available – as announced in an online article on October 23, 2015,

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Has Dove Chocolate created the first ASMR-inspired commercial?

ASMR Autonomous Sensory Meridian Response UniversityDove Chocolate has recently released two videos in China which appear to purposely have ASMR triggers in them.

The following statement was posted on November 5, 2015 on the Facebook page for the marketing company, BBDO Worldwide,

“To modernize the Dove Chocolate ads typically used in China, BBDO Beijing created films to trigger ASMR, which it describes as “a physical sensation characterized by a pleasurable tingling that typically begins in the head and scape, and often moves down the spine and through the limbs.”

The Facebook post then linked to an article on the website creativity-online.com which included one of the videos and a link to the other video.

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