October is ‘Mental Health Awareness’ month, and having recently completed a Schweppes commercial that uses ‘ASMR’ techniques in the Sound Design, we thought we’d unpack what ASMR is and how audio has the ability to change our brains.
Sound has a profound impact on our mental state, and the science behind it is fascinating. At a neurological level, our brains respond to sound waves in complex ways which affect brainwave activity and neurotransmitter release, influencing our emotions, thoughts, and overall well-being.
Calming sounds, such as ASMR triggers, promote alpha brain waves associated with relaxation, while reducing cortisol levels, the stress hormone. This leads to enhanced feelings of happiness and contentment, as soothing sounds can activate the limbic system, fostering a sense of safety and comfort.
ASMR, or Autonomous Sensory Meridian Response, is a phenomenon where specific auditory triggers create a tingling sensation, often starting at the scalp and cascading down the spine.
ASMR content has become popular online, where creators produce videos specifically designed to elicit this response through various triggers. The experience can vary widely among individuals, with some finding particular sounds or visuals more effective than others in inducing the ASMR sensation.
Many people experience ASMR as deeply relaxing, those gentle whispers, soft tapping, and the crinkling of paper can transport listeners to a state of relaxation, making stress feel like a distant memory.
Brands are tapping into the power of ASMR to create ads that resonate on an emotional level. This approach can evoke a feeling that lingers long after the ad is over, an immersive sensory experience that leaves a lasting impression.
Watch the Schweppes spot here and feel the fizz:
Our Commercial Audio Engineer Alex Smillie says: “Our focus was to amplify the sensory details – the crisp fizz, sharp pops, and smooth pours. Each to make the listener have a sense of feeling refreshed.”
At Pressure Cooker Studios, we believe in the transformative power of sound. Whether it’s creating an ASMR-inspired audio journey or crafting soundscapes that elevate your brand, our collaborative approach ensures that every project resonates with your audience.
