IKEA's New Ad Runs 25 Minutes and Will Either Soothe or Stress You
From House Beautiful
IKEA just released a new ad for its dorm room collection, but the commercial is like nothing you've ever seen. It's a YouTube video with an unseen narrator, who talks about each item in a hushed whisper - for 25 minutes straight. Depending on your sensibility, it will either serve as a wonderful, relaxing stress reliever, or something deeply disturbing in a way you can't quite figure out.
What's the deal with it? IKEA is catering to people who feel ASMR, or autonomous sensory meridian response. According to The Guardian, it's a tingly sensation in your head, or elsewhere in your body, that's a response to hearing or seeing a certain thing, and makes you feel relaxed and de-stressed. It hasn't been studied much by scientists, but people usually get the sensations when they're listening to whispering, or watching a video that is "oddly satisfying," showing slow movements.
This IKEA video definitely fits the bill and is one of a growing number of ASMR videos you can find on YouTube. So if you are part of the ASMR community, get ready to feel relaxed. The video not only has a quiet, whispering narrator, but also features oddly calming sounds of a bed being made and showcases muted pastel colors. It's also strangely intimate, especially for a furniture ad.
If you end up just getting the creeps, don't worry - you're just not the intended audience.
You can watch the video on mute to get a look at the new dorm collection, or just check it out online. Or test it out first with a few shorter ASMR videos from IKEA.
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