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Unless you’ve been living under a rock that no one’s lightly scratched their nails on, you’ve probably heard about ASMR—the oddly tingle-inducing audio technique that creates soft noises some find satisfying and relaxing.
Ikea produced a surprisingly great ASMR (short for “autonomous sensory meridian response”) video about dorm room decor last year, and several other brands have followed suit, including Applebee’s and KFC.
Lighter brand Zippo is the newest brand to waft gently into the world of ASMR, but the result—created by the branded content team at BuzzFeed—isn’t the most soothing audio experience.
But first: Why Zippo and ASMR? The connection here is the signature “click” sound of a Zippo opening and closing.