Cadillac is taking to social media to show off its latest sedan. In its effort to show, not tell, it’s using that most unsettling of social media trends to imply quality: ASMR.
The campaign will take advantage of ASMR’s ability to create spine-tingling responses to show off the quality of its interior and materials. It also led to the creation of the decidedly unpleasant phrase “high tech and high touch.”
“The Cadillac CT5 is meant to overwhelm all of the senses, and that’s why we’re using ASMR-style videos to showcase its features,” said Deborah Wahl, Cadillac’s chief marketing officer, in a statement. “The ‘Sensory Symphony’ videos are designed to convey for viewers the same satisfying feeling that arises from driving this car.”
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Unfortunately, there isn’t a whole lot of non-sensory information here, but Cadillac has revealed that the CT5 will be available with both a 2.0-liter Turbo and a 3.0-liter twin-turbo, as you’d expect. Horsepower ratings haven’t been unveiled, but the engines will be matched to GM’s 10-speed auto.
The brand also revealed that the CT5 will be built in GM’s Lansing Grand River facility.
Cadillac will reveal more about the car when it’s officially revealed at the New York Auto Show in April.
A version of this article originally appeared on GMInsideNews.com