Applebee’s 60-Minute ASMR Grilling Video Lets the Sizzle Sooth

Watch chicken, shrimp, steak and ribs cook

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Last summer, Ikea took advantage of the growing fan base for ASMR, or autonomous sensory meridian response, videos on YouTube with a 25-minute video of a woman smoothing sheets and whispering about various products. Now, Applebee’s is looking to tap into that audience with a 60-minute video featuring “soothing grill sounds” with imagery of chicken, shrimp, ribs and steak cooking that’s oddly relaxing. Sure, why not?

Applebee’s is one of a number of older casual restaurant chains that need to get consumers’—especially younger consumers—attention. So why not try something a little out of the ordinary? Plus, what brand wouldn’t want a captive audience who is likely to watch (well, fall asleep to) the entire video.

The actual video may be a little lackluster. There’s no grillmaster moving the meats around, no flair for cinematography and the grill sounds are rather fake but, to be honest, the soothing sounds worked for me. Heck, I’m a vegetarian and I watched most of this thing.

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@KristinaMonllos Kristina Monllos is a senior editor for Adweek.