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China Ad For Dove Chocolate Makes You Feel Tingly
- Creativity, Wednesday, November 4, 2015 8 AM
A new campaign for Dove chocolate in China, by BBDO Beijing, is a prime example of an aural tactic called Autonomous Sensory Meridian Response, or ASMR. It is key to a subgenre of videos of people whispering, tapping their fingers, scratching things, turning pages, crinkling paper or even making wet sounds with their mouth. Result: a tingly, relaxed state of pleasure. Until now, most marketers have largely failed to exploit that.
