QUALIFIED TO SATISFY
Brands continue to tap into oddly satisfying marketing
The overstimulation modern youth experience within the media space has given rise to a new type of entertainment offering described as contentless content—entertainment that has no plot or narrative, but that’s repetitive, hypnotizing, and oddly satisfying. The following brands have contributed to the continued rise of this trend, creating oddly satisfying videos to provide young consumers with content that draws them in and helps chill them out.
Skincare brand Bioré released a TV spot highlighting its Charcoal Deep Cleansing Pore Strips, which are intended to confer “oddly-satisfying results” to users. The ad kicks off with a warning (“[o]ddly satisfying content ahead”) and proceeds to show a close-up shot of a blackhead strip binding to and then extracting pore-trapped oils as it is peeled away from skin. By capitalizing on this type of visual trend, which has been increasingly resonating with modern youth, this content clearly illustrates just how effectively Bioré’s product deeply cleans skin.
Noosa’s latest marketing strategy harnesses the popularity of both ASMR and oddly satisfying videos. The yogurt brand’s “Full On Tasty” campaign combines the two trends into visual and auditory TV and social media spots that quite illustratively showcase Noosa yogurt’s creamy composition, as well as how it’s sweetened with honey and bursting with fresh berries. The visual ASMR campaign embodies playfulness executed at a premium level, evoking feelings of calm and satisfaction in those who gravitate toward such soothing videos.
Digital Australian bank ME released ‘Slow TV with ME,’ an oddly satisfying video that depicts the painstaking process of making a credit card (by hand) for a full 60 minutes. The footage incorporates ASMR-compliant sound design along with visuals such as the card’s silicone material being poured into a mold before the credit card numbers are laser-cut and applied via tweezers. Overall, 'Slow TV with ME' is meant to act as an antidote to the types of content that contribute to and even drive today’s relentless and always-on digital culture, which illustrates why burnt out modern youth are so apt to seek out such content in the first place.