Calm app's election night ad is a soothing success, drawing surge in downloads

[Coloroscopio]

 

The Calm app seems to know exactly when we all need a breather—and election night was no exception. During the heat of the 2024 US election coverage, Calm took a refreshing approach by airing a 30-second silent ad on major networks like CNN and ABC.

 

As the election drama unfolded, viewers were treated to a brief escape: a simple blue screen reading, "We bought this ad space to give you 30 seconds of silence. Yep, just silence. You're welcome," subtly prompting audiences to pause and take a moment amid all the noise.

 

 

In a similar vein, the app aired an ad featuring the gentle sound of rain falling on leaves back in 2020 on election night.

 

This year around, however, the total silence provided a stark contrast to the constant chatter and intensity of election updates. And it paid off—the simplicity resonated with viewers who were craving a moment of calm, leading to a surge in downloads for the app and positive buzz across social media.

 

Blake Beers, Calm's Vice President of Brand Marketing, explained that the intent was to offer a meaningful experience during a particularly stressful night. And clearly, people were ready to accept this invitation to breathe. The 30 seconds of silence stood out among the usual flood of political commentary, giving people a chance to reset—even if only for half a minute.

 

Following the ad, Calm  reportedly jumped over 100 spots in the App Store rankings, underlining how much people appreciate a reminder to take care of their mental well-being, particularly when things feel overwhelming.

 

 

 

• https://www.tmz.com/2024/11/06/calm-meditation-app-store-up-after-election-ad/ 
• https://www.fastcompany.com/91222291/calm-app-election-night-ad-silence 
• https://www.campaignlive.com/article/fans-declare-calm-ad-winner-us-election/1895112 

 

Image: Vladyslav Yushynov | Dreamstime.com