Anxiety, anger, despair, excitement, anticipation…”nerves”. The high-decibel noise around the recent, hugely contentions, US election triggered a range of emotions no matter what side you supported. It reached a climax on election night.
Mental fitness app, Calm. quietly bought ad blocks on CNN and ABC and ran a silent 30-second ad. What a clever way to promote the app – and offer a service. The commercial was apolitical. Its tone of voice was conversational and human. Calm simply offered respite from the cacophony. Respite from life’s cacophony is exactly what the app aims to do.
The idea was brilliant and it’s not Calm’s first foray into the recent election coverage. It used push notifications during the June presidential debate between Trump and Biden that read, “The 45-minute mark. Exhale. Sip some water. Maybe play some rain sounds.”
The app also sponsored the CNN Key Race Alerts in 2020.
