Although the majority of back-to-school ads are designed to get students hyped up and excited about returning to class in the fall, the 'Oddly IKEA: IKEA ASMR' video takes a completely different approach.
There is a large community on YouTube that is dedicated to sharing videos that inspire ASMR (an Autonomous Sensory Meridian Response) in the viewer. This response is best described as a "tingling sensation on the skin" that may be triggered by whispered voices, soothing sounds and relaxing imagery. In this 25-minute commercial, a selection of dorm room essentials are described in detail, all the while being touched and tapped to inspire a sense of relaxation and calm.
Like IKEA, a few other brands like Norrlands Guld Ljus have tapped into ASMR for marketing purposes.