Alabama head coach Nick Saban has been a longtime spokesperson for Aflac. From appearing on-screen with Deion Sanders, the Aflac duck, and an animatronic goat, the insurance company has gotten creative with how they’ve used the face of Alabama’s program.

But the latest snippet of Saban appearing in Aflac gear might be his most hilarious yet, with the coach giving ASMR a try:

@aflacduck Another way to soothe? Learning how Aflac can help close the gap health insurance doesn’t cover. #asmr ♬ original sound – Aflac Duck

https://twitter.com/MattScalici/status/1725667401243455975

ASMR, which stands for autonomous sensory meridian response, is a trend that has picked up steam in recent years, particularly in long-form on YouTube. According to a 2022 USA Today article, ASMR can be described as:

“ASMR videos consist of simulating sensory content such as whispering, crisp sounds, slow movements and personal attention. These varied media trigger the ASMR response in many, causing the person to relax, be comforted and even fall asleep.”

As Saban says in the video, it’s silly. But props to Aflac for making Coach try something new.