Autonomous sensory meridian response is the term given to that feeling you have when a sound tickles your ear drums just right. Maybe your scalp tingles and it runs down to the spot between your shoulder blades. It’s relaxing, calming, soothing, and it’s also big business on YouTube. A crops of ASMR channels deliver that tingling kick to your ears when they use a proper microphone setup and deliver the oddly calming goods. Now Nitto Tires is getting in on the sensory entertainment.

Now, ASMR might not work for everyone. But for those it does, the experience is legit. In fact, I myself considered creating an ASMR Car Review show that is half tongue-in-cheek but half legit. Nitto is almost beating me to the punch, because it’s created an ASMR video of its own.

In it, you’ll find a 2018 Toyota 4Runner TRD Pro shod with Nitto Trail Grappler tires. The truck is driven through dirty, wet, muddy trails, and there’s no talking. Instead, the vehicle and its tires do the talking. This video is best viewed with a seat of headphones for the most ASMR-intensive effect.

This is actually the second time Nitto has created a video. Turning once again to the production team at Driving Line, Nitto crafted a video that shows the process of tire installation. Three vehicles received fresh rubber with nary a bit of narration along the way.

Does ASMR work for you? If so, give these clips a watch and see if they deliver the aural goods. If not… ignore all of this and continue on with your day.