The 25-minute ASMR video from Ogilvy in New York - called “Oddly Ikea” – is part of the latest campaign spruiking the furniture giants back to school products for college dorms.
For those who haven’t heard of ASMR or autonomous sensory meridian response, the experience triggers are tingly feeling in some people.
Triggers of ASMR include listening to a softly spoken voice and repetitive every day sounds from someone completing a mundane task, like turning the page of a book. Or, in Ikea’s case, the sound of someone making a bed.
Ogilvy’s creative director Della Mathew and Ikea external communications specialist Kerri Homsher told Adweek: “We were shooting a back-to-college TV spot and wanted to extend it into online content.
“We were shooting a back-to-college TV spot and wanted to extend it into online content.”
Sit back, relax and watch the video below.