At the 2019 Super Bowl, Michelob Ultra set itself apart with an unconventional commercial, The Pure Experience, featuring whispers and soft sounds. The video taps into the popularity of ASMR (autonomous sensory meridian response), a sensation of tingling in the body and scalp that may be triggered by listening to sounds or soft speaking. In order to tap into these powerful sensorial responses, a growing number of mainstream brands are integrating aspects of ASMR into their advertising campaigns—and the fact that this ad was featured in a coveted Super Bowl spot demonstrates how the phenomenon is spreading.
The Pure Experience stars Zoe Kravitz creating a sensory experience around the brand's new light beer, called Pure Gold by interacting with the glass bottle and softly describing its qualities.
ASMR Beer Commercials
The Pure Experience by Michelob Ultra Elicits a Sensory Response
Trend Themes
1. ASMR in Advertising - Opportunity for brands to incorporate ASMR techniques in their advertising campaigns to create a sensory experience and engage consumers.
2. Mainstream Adoption of ASMR - Growth of mainstream brands embracing ASMR as a marketing tool to tap into the sensory response trend and connect with consumers.
3. ASMR at Super Bowl - Increasing presence of ASMR-themed commercials during major events like the Super Bowl, demonstrating the widespread popularity and acceptance of the trend.
Industry Implications
1. Beverage - Opportunity for beverage brands to enhance their advertising campaigns by incorporating ASMR elements that appeal to consumers' sensory experiences.
2. Entertainment - Opportunity for the entertainment industry to explore ASMR techniques in commercials, movies, and TV shows to create a more immersive and engaging experience for viewers.
3. Marketing and Advertising - Opportunity for marketing and advertising agencies to specialize in ASMR-inspired campaigns and help brands harness the power of sensory stimulation in their messaging.