On International ASMR Day, Here’s a Look at Some of the Best Ads That Have Given Us the Feels

From sizzling ribs to frying chicken, marketers are trying to soothe consumers

Editor: Josh Rios

International ASMR Day is very much a “thing.” Now in its seventh year, the goal for today’s “holiday” is to raise awareness of the relaxation method that relies on the various sounds and images that make humans feel all weird and tingly.

As ASMR continues to grow in popularity, an increasing number of brands continue to find ways to hop on the trend. Michelob Ultra’s Super Bowl ad with Zoe Kravitz may be one of the more extreme cases of ASMR, but the likes of KFC, Behr paint, Applebee’s, Ikea, Lynx (in a NSFW effort) and even Zippo have found ways to leverage the unique practice in an effort to attract a burgeoning audience that will pay attention to the mundane aspects of life—like the act of frying chicken—as long as they’re getting the sensations they crave.

Here’s a look at some of the best ASMR ads over the past couple of years. Happy ASMR Day!

@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.