Although "doing an ASMR video" might seem as if Ikea is jumping on a bandwagon, it's actually a perfect compliment to the brand. As hands move across a fitted sheet, the voiceover talks about the sheet's threadcount and its environmental impact. Elsewhere, hands (you never see the hands' owner) caress the Kallax bookcase with the voiceover describing the many practical applications that Kallax can be used for around the home.
Here's the video.
The audience is undergraduates living in a student pad (do "the youth" use "pad" any more? - Style Ed), with the soft voice talking up how each item can be used to cost-effectively furnish such a place, focussing - of course - on the price.
Needless to say, those less aware of ASMR have left "What the hell was that all about"-type comments on the video's YouTube page, although it has also attracted some ASMR fans, who appear to love it.
Still, whatever your views on ASMR, the video is a hell of a lot more relaxing than visiting an actual Ikea on a Sunday afternoon...