No Need to Shout


The crew here at IW spends half their lives online. So are always a fan of when some of the weirder parts of the internet bleed their way into popular culture. It should come as no surprise then that we were huge fans of the effort from beer-brand ‘Michelob Ultra Pure Gold’ which featured ASMR.

For those of you that don’t know, ASMR was a huge online trend in 2018. It’s basically a type of video that features a softly spoken voice, and a series of quiet, soothing sounds. It could involve someone softly explaining how the perfect cup of tea is made as they gently stir a fresh cup in front of them for example, whispering nonsense as they turn the pages of a Lewis Caroll novel, or simply tell you about their day as the sound of rain softly pouring.

In this instance, we were treated to Zoe Kravitz, sitting in a jungle, opening a bottle of beer and encouraging us all to ‘experience something together’. As far as IW’s aware, this is the highest budget piece of ASMR content that’s ever been recorded.

What We Like

It’s just plain weird. And in a sea of bombastic and over the top ad’s, its quietness helped it stand out.