Amid voting frenzy in US, Calm app provides ’30 seconds of silence’

Latest update:November 07, 2024 06:39 PM IST

The commercial, which aired for a full 30 seconds, was silent – no background music, no commentary, just complete silence.

The Internet calls it “the best political ad of all time (in audio).” (Photo credit: X)

Amid the chaotic media storm surrounding the 2024 US presidential election, Calm, the popular sleep and meditation app, has made a bold move by releasing a surprise TV commercial. At a time when all eyes were on the race for the White House between Donald Trump and Kamala Harris, the company took advantage of a fleeting moment of television airtime to convey a message of calm.

The commercial, which aired for a full 30 seconds, was silent – no background music, no commentary, just complete silence. It simply said: “We bought this ad space to give you 30 seconds of silence. Yes, just silence.” This was followed by a simple “Please” on the soothing blue screen.

The advertisement did not go unnoticed by politicians. US Representative Dean Phillips shared it on his X (formerly Twitter) feed, calling it “The Best Political Ad Ever (with Sound).”

His post sparked debate among users, with many praising the ad’s calming effect during such a time of high stress.

“Necessary to maintain sanity. That and deep breathing,” wrote one user.

Another user noted: “I literally said thank you out loud and then you’re welcome.”

On his official handle, X Calm also communicated with his audience, gently reminding them to step away from the election madness and focus on self-care. The post urged users: “Take a deep breath. Drink some water. Go outside. Hug your pillow. (Or scream into it). Just do what you love right now.”

Many users praised Calm’s serene and quirky approach to advertising, which stood in stark contrast to the constant political noise of the time.

One user wrote: “Thanks for the reminder. Sometimes we all need a little nudge to take a moment for ourselves.”

Another comment read: “The screaming part is the best.”

Someone praised the Calm ad, saying, “That ad you’re running tonight has 30 seconds of silence? What a great ad. Absolutely brilliant and in keeping with the brand. Thank you for showing this ad.”

In the midst of the 2024 election chaos, Calm’s ad offered a much-needed moment of peace, encouraging viewers to find silence in a world that can often feel overwhelming.