Sounds of Sanofi: Pills spin­ning, ma­chines whirring aim to in­tro­duce ASMR — and show­case lab qual­i­ty

Want to hear what Sanofi is do­ing in drug de­vel­op­ment? For­get ex­ec­u­tive speech­es or sci­en­tif­ic dis­cus­sions, its newest cam­paign show­cas­es lab sounds in a se­ries of video clips and au­dio tracks to high­light Sanofi’s de­vel­op­ment and in­no­va­tion.

Spin­ning pills, liq­uid pour­ing and ma­chines whirring res­onate across 6 au­dio tracks on the “Sounds of Sanofi” Sound­Cloud playlist — in what may be phar­ma’s first for­ay in­to the ASMR trend. ASMR, short for au­tonomous sen­so­ry merid­i­an re­sponse, has seeped in­to pop­u­lar cul­ture over the past few years — en­tire so­cial me­dia ac­counts fo­cus on ASMR eat­ing for in­stance. Big-time ad­ver­tis­ing picked up on the trend in 2019 with ac­tress Zoë Kravitz whis­per­ing, click­ing nails and pour­ing a Mich­e­lob beer in the first ASMR TV ad on the Su­per Bowl.

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