Autonomous Sensory Meridian Response which is abbreviated as ASMR, is emerging as a content that brands prefer to use in their advertisements recently. However, the effects of ASMR contents on consumers can be positive as well as negative, making ASMR contents a risky choice for brands. In the literature, the outcomes of ASMR contents on advertising effectiveness are quite insufficient. Based on this gap, it is aimed to reveal the effect of ASMR on advertising effectiveness by obtaining consumer insights into ASMR contents in ads. For this purpose, ASMR-containing Permolit Paint ad and LC Waikiki (LCW) ad advertised in Turkey were chosen and the comments for these ads in the digital media platforms were analyzed by using content analysis. The results showed that both ASMR ads were mostly evaluated as relaxing and positive, but also provided a positive behavioral attitude such as using the brand and voluntarily watching the ads repeatedly. Yet, some auditory triggers, especially whispering and surface sounds such as tapping and/or scratching the product surface, were found to be prominent sources of negative attitude towards LCW's advertisement.