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Kees Kruythoff

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East 17's 'Stay Another Day' gets an ASMR makeover from Three and LadBible

Roast potatoes, the Queen's speech, an oddly striking image of four grown men in white parka coats singing 'Stay Another Day' on the TV — some things are a certainty at Christmas time, and now the latter has been given an ASMR makeover.

Boyband East 17 have reformed (minus Brian Harvey) and dug out their 90s garbs to remake the now-iconic music video that accompanied their 1994 Christmas number one.

But there's a twist: the melancholic backing tune has been replaced by whispering as part Three and LadBible's ongoing 'Relaxing Stuff' campaign.

The initiative first launched March and has seen the pair collaborate on a branded channel dedicated to interrupting social feeds with “soothing audio, CG animations, serenely absorbing puzzles and oddly satisfying weird and wonderful video content".

A big part of this includes Auto Sensory Meridian Response (ASMR) content; a genre of videos that induce a tingling feeling in the viewer, and which aim to calm, nurture or soothe.

This time around, the boys from Walthamstow-founded 90s group have had a little fun with some pies, sleigh bells, chocolate wrappers and fake snow.

Three has brought on board several UK stars to front content on its Relaxing Stuff channel, including Scottish singer Lewis Capaldi, Anne Hegerty of The Chase fame

Joyride, LadBible’s in-house creative agency has been steering the partnership.