Gucci Jumps Aboard the ASMR Bandwagon

In the world of branded video content, it can be hard to stand out from the pack. With its latest refurbishment of the super successful #24HourAce campaign, Gucci is looking to do just that (with an ASMR twist).


ASMR, or Autonomous Sensory Meridian Response, is the calm, tingly sensation some people experience when listening to certain sounds. Common “triggers” of the sensation are gentle tapping, whispering, and clicking. In recent years, ASMR has sky rocketed in popularity, with full YouTube channels devoted to making ASMR content that rake in thousands of views.

For the campaign, a follow up to Gucci’s 2016 cross-collaboration of the same hashtag, the brand has employed different video artists to create stylized ASMR videos inspired by their Ace sneaker. Artists ranging from motion designer Esteban Diacono, to artist Oh Jia Hao, are among the contributors. The latter’s video is currently Gucci’s most viewed and liked Instagram video this year, with 2 million views and counting.

Overall, the approach has proven to be an apt and successful move on the iconic brand’s part. Aside from the positive effects attributed to ASMR, employing a growing yet novel trend is setting them apart from other luxury brands on Instagram.