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ASMR Beer Commercials

The Pure Experience by Michelob Ultra Elicits a Sensory Response

— February 13, 2019 — Pop Culture
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.
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