Super Bowl ad for Michelob Ultra's organic beer taps ASMR sensory trend
Posted in: Uncategorized
Super Bowl ads are more often than not a visual experience. But Michelob Ultra is deploying a trendy sound phenomenon in its ad as it seeks attention for its Pure Gold line extension.
The brew, introduced last year, is marketed as containing organic grains. The spot, released today, features actress Zoe Kravitz (daughter of Lenny Kravitz and Lisa Bonet) in a lush Hawaiian scene. She sits at a desk pouring the brew while accentuating every sound, clinking the bottle with her fingernails and twisting the cap open.
The ad, by FCB Chicago, makes use of a sensory phenomenon known as autonomous sensory meridian response, commonly called ASMR, in which people experience a calming or tingling sensation in response to certain sounds like whispering and finger tapping. The popularity of the phenomenon has risen in recent years, giving rise to millions of YouTube videos. Marketers began seizing on ASMR as far back as 2015, when BBDO Beijing created two videos for Mars brand Dove chocolate, including one showing a woman crinkling a Dove chocolate wrapper, unwrapping it and popping a piece into her mouth. KFC’s Colonel Sanders character mocked the trend in this 2016 video.
Post a Comment