SHOPPING at IKEA the most stressful way to spend your free time? Not any more.
The flat-pack furniture giant has jumped on the ASMR badwagon, releasing a 25-minute ad for bedroom furniture that is so relaxing you may be comatose by the end of it.
ASMR - which stands for Autonomous Sensory Meridian Response - is that lovely, tingling sensation down your spine and across your scalp that can be triggered by audio and visual stimulation like soft sounds and whispering, and has become the latest relaxation fad on YouTube.
IKEA's slumber inducing ad employs both tricks: sounds of fitted sheets being smoothed over a bed while a woman whispers about their features including "the amazingly elastic edging."
Its weird but strangely statisfying, which is IKEA in a nutshell, really.
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