IKEA has tapped into the oddly satisfying video trend with a surprisingly on-brand 25-minute ASMR ad.

IKEA has tapped into the oddly satisfying video trend with a surprisingly on-brand 25-minute ASMR ad. Watch and listen to a woman run her hands over cotton sheets, fold and unfold perfectly stacked cloth shelves, and flatten cushions just to see them rise slowly back up. ASMR videos are popular with the most stressed, anxious generations to date—who are watching people make slime, mix paint, or paint nails to relax and escape. The “Oddly IKEA” campaign showcases dorm room furniture as part of their back-to-school push. (Adweek)