# ASMR Beer Commercials The Pure Experience by Michelob Ultra Elicits a Sensory Response By Laura McQuarrie | Published 2019-02-13 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/the-pure-experience References: [vox](https://www.vox.com/the-goods/2019/2/3/18209948/super-bowl-53-asmr-ad-watch-michelob-ultra) & [michelobultra](https://www.michelobultra.com/home.html) At the 2019 Super Bowl, [Michelob](https://www.trendhunter.com/trends/pure-golden-hour-tentrr) Ultra set itself apart with an unconventional commercial, The Pure Experience, featuring whispers and soft sounds. The video taps into the popularity of [ASMR](https://www.trendhunter.com/trends/asmr-studio) (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. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 55% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Internet](https://www.trendhunter.com/internet) ## Key Themes ### Key Themes Behind This Trend - **ASMR in Advertising:** Opportunity for brands to incorporate ASMR techniques in their advertising campaigns to create a sensory experience and engage consumers. - **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. - **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. ### Where This Applies - **Beverage:** Opportunity for beverage brands to enhance their advertising campaigns by incorporating ASMR elements that appeal to consumers' sensory experiences. - **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. - **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. ## Related on Trend Hunter - [Ice Cream-Branded ASMR Studios](https://www.trendhunter.com/trends/asmr-studio.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Exclusive Olympic Beer Sponsors](https://www.trendhunter.com/trends/michelob-ultras.md) - [Sporty Metaverse Bars](https://www.trendhunter.com/trends/miller-lite-super-bowl-lvi.md) - [Immersive Multi-Sensory Fragrances](https://www.trendhunter.com/trends/asmr-fragrances.md) - [Multi-Sensory ASMR Experiences](https://www.trendhunter.com/trends/dubai-airport-popup.md) - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Wish-Granting Beer Ads](https://www.trendhunter.com/trends/2024-bud-light-super-bowl.md)