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What is ASMR?
Viral content, it makes the world go round in this share economy. Everyone has liked or shared a Rickoll video, planking attempt, or a LOLcat meme. One of the latest share-worthy trends is Autonomous Sensory Meridian Response (ASMR). Searching on YouTube brings up millions of results.
Some vlogers have been doing it for years and call themselves “ASMRtists”. The users Gentle Whispering on Youtube has over 1.3 million followers offers viewers the chance to donate through PayPal. ASMR is the latest internet fad. Things get interesting when advertising agencies and brands jump on in.
But how can you use ASMR in your advertising efforts for a great return or even the chance to go viral? We’ve collected some of the best ASMR ads for you.
Dove Chocolate ASMR ad
BBDO Beijing provided a deep, sensory unwrapping experience of Dove Chocolate. This is a pivot from the brown silk visual and imagery the brand usually depends on. The chewing and rustling sounds may have you hunting through your cupboards for some chocolate…
McDonald’s ASMR long-form commercial with John Goodman
Emmy Award-nominated actor John Goodman features in this one-minute long-form Macca’s advert by We Are Unlimited. The advert introduces the fresh beef Quarter Pounders to the McDonald’s menu. Watch and see what you think:
“Oddly IKEA”: IKEA Autonomous Sensory Meridian Response
Ogilvy created a 26 minute ASMR experience for IKEA’s college dorm solutions. ASMR allows you to demonstrate products in a different, unique way to a print advert or website product page does. This advert conveys the relaxing study and sleeping environment. Or does it make you feel like you should go clean your room?
The whisky ASMR for Glenmorangie
Alter-Projects in collaboration with Bompas & Parr created three ASMR videos for the brand Glenmorangie. Each video highlights the ‘feel and taste’ of each of the products. These detailed visual and audio adverts feel like the opening to a sci-fi movie as they glide along astaroids and reaveal the bottle as though it was a space craft. Thoughts?
W Magazine’s ASMR campaign
W Magazine created a series of ASMR videos with by A-list celebrities like Salma Hayek, Kate Hudson, Margot Robbie, Jake Gyllenhaal, Gal Gadot, and Aubrey Plaza. Can you imagine Margot Robbie spreading vegemite on toast as a content piece? Now you can.
Innisfree “Lava Seawater” AMSR skincare routine
BBDO Production developed an entire AMSR skincare routine focused around the Innisfree “Lava Seawater” (용암해수) product line. This calming ASMR advertising sound design opens with soft waves, product shots, product application and finishes with a soft voice over. Watch here:
Netflix and Autonomous Sensory Meridian Response
Netflix even created a parody ASMR peice of content to promote their show Disjointed staring Kathy Bates’ fictional character Ruth. See below:
Create an advert yourself
All the big brands are using Autonomous Sensory Meridian Response, perhaps its something you can utilise. We hope you’re now inspired to create your own ASMR content.
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