This AMSR trend - what is it?

"Autonomous meridian sensory response"? Everyone's talking about Zoe Kravitz's Michelob Super Bowl advert as seizing on this trend but I don't really understand what it is ...

It's pretty old as trends go m7. Littlesis is well into it. It's basically sounds that evoke a physical response in some people. Often seems to be things like whispering or brushing something, scraping maybe. Causes tingling and destresses I think. It doesn't do a great deal for me but there are some pieces of music with quiet sounds in the background which make it feel extra chill/cosy.

Also, check out some of the gazillions of videos on youtube on this and see if it does anything to you...

But isn’t it fairly cliched for an advert for a beverage to focus on the sound of the cap popping, the fizzing noise, and the sound of it being poured into a glass? Why this pompous pseudoscientific term?

It’s a head orgasm...

...or bollocks depending on your point of view.