Just in time for the holidays, JetBlue is tapping into the ongoing ASMR trend with a nine-minute long video letting you relax to the sounds of airports and planes.
If just the mention of the word airport is likely to make you break out in hives at this time of year, hang in there. The video, which includes airplanes landing and taking off, airport announcements, light crowd sounds, footsteps, airport carts, gentle typing, luggage rolling, soda cans opening and pouring and gentle chip-bag crinkling, is surprisingly soothing.
To create the audio experience, JetBlue and agency MullenLowe partnered with Dr. Craig Richard, co-author of the first ASMR brain scan study and coordinator of the largest ASMR database, who said in a statement, “It’s been great working with JetBlue, an airline that recognizes the importance of offering its customers non-traditional solutions to unwind, especially during the typical mix of joy and stress in the holiday season.”
Alongside the video JetBlue is also promoting its newly-introduced inflight meditation sessions.
Other brands to have used ASMR this year include Bacardi, Lynx and Michelob Ultra, but the trend has been around since at least 2015, when Dove Chocolate used it in a video from China.