Sheba looks to give cat owners a good night’s rest in new ad
The cat food brand’s sleep-inducing film features everything from ASMR to meditation techniques designed to combat 4am feline wake-up calls 27/04/2021 7:10 am
Over the last couple of years, we’ve seen ASMR (also known as Autonomous Sensory Meridian Response) move from a niche fad into the mainstream, with an array of brands jumping on the brain-tingling bandwagon.
Now the trend has another unlikely champion in the form of cat food brand Sheba, with a new ad that acknowledges that it’s not just the pandemic which is giving people sleepless nights at the moment.
Dr. Brent Binder and Becca Blackwell, 2021. Photo: Jess Barbagallo
IN EARLY FEBRUARY, I hopped in a car bound for Mechanicsburg, Pennsylvania with my friend Becca Blackwell. Our mission was a mixture of business and pleasure: to visit Youtube-famous chiropractor, and hallowed muscle whisperer, Dr. Brent Binder. Becca either a performance artist with a staggering knowledge of touch specialists or an anarchist pervert, depending on your chosen paradigm is working on a new solo performance installation,
The Body Never Lies. exploring the possibilities for healing beyond western medicine, which often fails its Hippocratic mandate by ignoring the idiosyncratic self-knowledge of the patient.
ASMR may Relax You but Those Recordings Freak Me the Hell Out
People like to use ASMR, or Autonomous Sensory Meridian Response, to relax or aide in falling asleep. However, I ve given it a try and all it does is freak me out. Like, I can t relax. Does this happen to anyone else reading this?
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I did some research online to see if there are any benefits to ASMR or if there are any reasons why some people freak out when hearing it. The short answer - there is no scientific explanation.
Great.
But there seems to be no grey area when it comes to ASMR. You are either super relaxed and calmed by the sounds or it is an extremely unpleasant experience. Luckily, I m not alone in the unpleasant experience.
April 06, 2021
Major entertainment platforms such as Netflix and popular mobile apps like Headspace are launching collaborative content to help audiences achieve mindfulness through “calmtainment”.
Netflix
The pandemic has seen a rise in mental health issues around the world. In Hong Kong, a 2020 study revealed that stress levels in the city rose by 28 per cent and anxiety symptoms by 42 per cent compared to data from 2016 and 2017.
The media has become saturated with advice on how to keep anxiety and depression at bay. A new well-being activity has surfaced as a result: “calmtainment”, the combination of calm and entertainment, where major entertainment platforms launch content to help their audiences achieve mindfulness and self-care.
35 simple ways to improve your sleep asiaone.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from asiaone.com Daily Mail and Mail on Sunday newspapers.