Brands tap into growing ASMR Video trend

We all know tax season is a stressful time, especially if a) you’ve never done it before and b) you have to do it yourself (Turbo-Tax-style). H&R, known for its vast network of tax experts,  uses humor and the popular ASMR (autonomous sensory meridian response) which is “the experience of a tingling season on the skin often triggered by specific auditory and visual stimuli such as whispering”, to de-stress and help millennials feel more relaxed during tax season.

The fact that the brand can actually back up the idea of ‘peace of mind’ by having real people available to talk to (unlike Turbo Tax which mostly focuses on their online tool) makes this entertaining piece of content more believable and endearing.

JetBlue also tapped into this growing trend very recently to create a 9-minute long soundtrack YouTube video with the purpose of calming passengers during the extra stressful holiday traveling season. The video is called “AirSMR” and it features sounds of a standard JFK airport Terminal: suitcases rolling, fingers tapping a keyboard, and planes taking off and touching down (but none of the really annoying sounds of TSA agents or crying babies of course).

https://www.washingtonpost.com/travel/2019/12/17/airport-asmr-jetblue-thinks-boarding-calls-suitcase-sounds-will-calm-you-so-they-released-track-it/

JetBlue shared the video on YouTube and other social media channels like Instagram, which, interestingly, resulted in 100% negative comments due to general negative airport experiences shared by customers. While it’s nice the brand is trying to stay relevant by tapping into this growing trend, it’d have been even better to have released this idea in conjunction with actual meaningful improvements to customers’ travel experiences, or, to have done like H&R Block which used the trend to make their own ads more pleasant.

Why it’s hot: Today’s always-on, overstimulated lives are causing extreme levels of burnout. Smart brands will look for ways their advertising and/or their experiences can  help today’s burnout consumers de-stress, reset and reboot.