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Oddly Ikea (aka Ikea ASMR)

posted by Jason Kottke   Aug 16, 2017

Videos designed to invoke ASMR (“autonomous sensory meridian response”) in some viewers have grown in popularity in recent years. The videos feature soothing sounds and visuals (gentle whispering, soft scratching, watching a task being diligently performed) that are meant to provoke a response of brain tingling or a state of bliss in some people. In an attempt to ride the wave, Ikea has made a 25-minute advertisement for college dorm furniture that uses common ASMR techniques. I dunno, does cerebral euphoria make people want to buy closet organizers?