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‘30 Seconds of Silence’: Calm app airs unconventional ad amid US election frenzy

Amid intense election coverage, Calm aired a 30-second silent ad offering viewers a moment of peace, encouraging them to relax.

Calm app airs unconventional ad amid US election frenzy

During the intense media coverage of the US election results, with Donald Trump leading Kamala Harris, a rather unusual commercial aired on TV – ’30 seconds of complete silence’. Calm, the well-known sleep and meditation app, took over the ad space to offer a brief moment of quiet by running an ad with no sound.

“We bought this ad space to give you 30 seconds of silence. Yep, just silence,” the company said in the ad, followed by a “You’re welcome,” which displayed a simple message on a blue screen.

Take a look at the ad:

The best political ad ever.
(sound on) pic.twitter.com/UVCEWlOqpB

— Dean Phillips (@deanbphillips) November 5, 2024

This unconventional approach immediately caught the attention of viewers, with many sharing images and videos of the ad on social media, complimenting its soothing and quirky vibe.

Story continues below this ad

The company also interacted with its audience on X, offering gentle reminders to step away from the election chaos: “Take a deep breath. Drink some water. Go outside. Hug a pillow. (Or scream into it). Just do whatever feels good to you right now.”

Take a deep breath. Drink some water. Go outside. Hug a pillow. (Or scream into it).

Just do whatever feels good to you right now. 🫶

— Calm (@calm) November 6, 2024

Also Read | ‘Finally earned the right to cast my vote’: Indian-origin woman celebrates first vote after 20 years in the US

The post showing the ad was shared by United States representative, Dean Phillips, with a caption that reads, “The best political ad ever.” X users started sharing their views on the ad by taking to the comments sections.

One user wrote, “Essential for maintaining sanity. That and deep breathing.” Another user added, “I literally said thank you out loud and the you’re welcome came up.” A third individual commented, “I unsuccessfully tried to talk a local politician into a concept like this in 2020, glad to see I had the right idea.”

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