Imagine softly rustling leaves in the distance or a breathy whisper in your ear. Do you feel a tingling, warm sensation in your head? If so, you might have Autonomous Sensory Meridian Response (ASMR).

During Sunday’s Super Bowl, Michelob Ultra premiered an ad for the beer’s new, organic brew, featuring actress Zoë Kravitz against a mountain range, holding a frosty bottle.

Kravitz leans into the mike and whispers, “Let’s all experience something together.” She twists the cap as scenes of ocean waves flood the screen and fill a pint glass, pausing so we can hear the gentle fizz.

From start to finish, the ad is a textbook ASMR soundscape.

ASMR refers to a pleasant, prickly sensation around the head and neck which is triggered by visual and auditory stimuli. It’s been described by those who feel it as a “brain-gasm” that’s achieved by hearing random sounds — such as crinkling paper, hair brushing and even the crunch of a pickle — that have been featured in viral videos.

Limited scientific research has been conducted on the phenomenon, so it’s not known how many people experience ASMR. But some of the most popular ASMR YouTube clips have more than 30 million views, and many ASMR “artists” have garnered millions of subscribers.

The term “ASMR” wasn’t coined by a scientist, but by a cyber-security worker named Jennifer Allen, who organized online groups to discuss her symptoms back in 2010. According to Smithsonian Magazine, her campaign led scientific academics to explore the underpinnings of the mysterious symptoms.

In 2015, researchers Emma Barratt and Nick Davis at Swansea University in Wales surveyed 475 ASMR enthusiasts about when and where they watch videos, the consistency of the stimuli and effects on mood. Their study showed that ASMR media helped subjects relax, reduce stress and get to sleep easier. They even note a marked reduction in chronic pain, suggesting potential therapeutic benefits.

Let’s hope that physicians find a better use for ASMR’s potential mood-boosting benefits than a beer ad.