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A woman runs her hands over a fitted sheet in a new 25-minute digital spot from Ikea, and then she asks viewers to listen to how nice it sounds when she smooths the sheet out. It might seem like an odd move for the brand if you haven’t heard of ASMR, or autonomous sensory meridian response, which is a tingling feeling some people experience when they hear certain sounds.
The new campaign, “Oddly Ikea,” from Ogilvy in New York touts Ikea’s back-to-school products for college dorms.