Nothing says happy National Fried Chicken Day like a creepy commercial featuring George Hamilton as Kentucky Fried Chicken's Colonel Sanders.
The commercial really leaves the viewer wondering why Col. Sanders is whispering.
Well according to The Washington Post, KFC's latest marketing campaign is aimed at customers who experience the phenomenon known as autonomous sensory meridian response, or ASMR.
An ASMR subreddit page describes the phenomenon as, "a physical sensation characterized by a pleasurable tingling that begins in the head and scalp."
The sounds that trigger the tingling can range from whispering and soft tapping to listening to TV painter Bob Ross, according to the Atlantic.
For people who experience ASMR, the video is soothing -- for those who don't, it gives off an uncomfortably strange vibe.
According to The Washington Post, KFC marketing executives are hoping this video might help reach customers who are unaware of the extra crispy chicken option.
"It makes a loud sound when you bite into it, versus our original recipe. It appeals to a very different customer," Kevin Hochman, KFC's chief marketing officer, told The Washington Post.
KFC isn't the only company trying to target the ASMR community, Pepsi gave it a go as well.
For more news, check out today's 60 Second Circa.