BuzzFeed is turning Zippo’s signature click-to-ignite sound into soothing ASMR.

BuzzFeed is turning Zippo’s signature click-to-ignite sound into soothing ASMR. The media and lighter brands have teamed up for a series of videos; in the first, “People Make an ASMR Video for the First Time,” participants attempt to softly whisper and cut paper (two popular autonomous sensory meridian trends), then they take out their Zippo lighters. The click-to-open sound is so distinctive that it’s trademarked. (AListDaily)