Amid the cacophony of last year's Super Bowl broadcast, one commercial stood out for its soft atmosphere of sounds:

Zoe Kravitz sits between two high performing microphones and taps her perfectly manicured fingernails onto a cool bottle of Michelob Ultra.The sound echoes deeply, and everything else is silent. Maybe you got goose bumps, or a tingle down your spine. That's ASMR, or autonomous sensory meridian response.

Boston Globe columnist Alex Beam joined Boston Public Radio Thursday to explain the phenomenon.