While browsing YouTube, you might notice quite a few ASMR videos in the mix. ASMR, which stands for autonomous sensory meridian response, is an experience your body feels that typically starts at your scalp. According to ASMR University, ASMR didn’t get its start until around 2007. If you’ve had a tingle that started on top and worked its way down your spine, causing a sense of euphoria, you know exactly what it’s about. Plenty of creators have made videos to cue up this response, but it seems like burger chain Carl’s Jr was one of the first. Weird, right?
ASMR can be triggered by sound, picture, or touch — so it’s quite a challenge for YouTubers to create. Called ASMRtists, it’s more or less an art form. And it’s possible that Carl’s Jr used this tactic in a really smart way. Feeling euphoric during a commercial might just inspire you to grab one of their burgers.
One of the best parts about ASMR is that it’s a form of communication that breaks the language barrier. Instead of words, most of the videos focus on particularly satisfying sounds that people everywhere can enjoy. While it’s always good to see a fast food ad that makes us laugh, an ASMR ad connects with viewers on a totally different level.
Though Carl’s Jr. probably wasn’t going for ASMR in these earlier commercials, the sounds people make while biting into burgers and slurping on Cokes creates an unintentional ASMR sensation. And yes, we’re pretty into it.
For example, how do you feel after watching this 1996 Carl’s Jr commercial featuring Seth Green?
[fm_youtube url="https://www.youtube.com/watch?v=WhrSsWgGXAE"]The noises and the effects trigger something, don’t they? Compare that to this ASMR video by Good Eating ASMR, which focuses on crunching:
[fm_youtube url="https://www.youtube.com/watch?v=X3FwG1_dU58"]The ad featuring Green wasn’t a fluke. Turns out, Carl’s Jr has a bunch of ads which use a similar technique. Here another one that’s slightly ASMR:
[fm_youtube url="https://www.youtube.com/watch?v=2JX599Zj4YU"]With those auditory cues, it makes you want to enjoy a burger. The voiceover actually ruins the experience, which is why a bunch of ASMR videos include no words. Or, at least, very slight whispers.
This one uses the satisfactory noises of a bite in the beginning, followed by soda slurps.
[fm_youtube url="https://www.youtube.com/watch?v=TlMfo20RPgk"]And the sloppiness of this Carl’s Jr burger may make your scalp tingle.
[fm_youtube url="https://www.youtube.com/watch?v=kT5fU0vJIK8"]Next time you see a Carl’s Jr ad — or any ad that relies heavily on sound and imagery — pay attention to how it actually makes you feel.
To learn more about the world of ASMR, we highly recommend that you check out one of our favorite ASMRtists: Gentle Whispering ASMR. Her video featuring tasty Turkish desserts is one you have to see.
