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Put on your headphones and get ready to take a 25-minute ride to chill town, because the newest player in the YouTube ASMR genre is here: Ikea.

Ikea’s latest ads are part of a campaign called “Oddly Ikea,” created to highlight back-to-school items for college dorms like duvets and lamps. Close your eyes and listen to a soothing (and slightly creepy) woman’s voice telling you all about the SKUBB closet organizer as she gently caresses its shelving units. Listen to her nails grazing the grooves of the JANSJÖ desk lamp as she coos at you about the 25,000 hours of light its LEDs provide, for only $12.99 at your local Ikea.

ASMR is sometimes described as “head orgasms” or the tingly, relaxing sensation that can be triggered by soft voices or…

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