ATLANTA, USA— On a high-stakes, tension-filled election night, meditation app Calm found a unique way to offer Americans a moment of relief.
Amid the relentless updates and fast-paced coverage on networks like CNN and ABC, Calm ran a 30-second silent ad, inviting viewers to pause, take a breath, and simply experience silence.
“We bought this ad space to give you 30 seconds of silence,” the ad read.
“Yep, just silence. You’re welcome.”
The silent ad made an impact. Within hours of airing, Calm soared up more than 100 spots in the App Store rankings, as viewers sought out the app’s soothing services.
The best political ad ever.
(sound on) pic.twitter.com/UVCEWlOqpB— Dean Phillips (@deanbphillips) November 5, 2024
According to TMZ, a Calm representative said they anticipated the value of “offering moments of tranquility” amid election-related stress, especially during a season that has historically heightened public anxiety.
Beyond the silent ad, Calm extended its efforts to social media, launching a live-streamed “calming corner” on Instagram.
The feed featured gentle wildlife footage from the San Diego Zoo, showcasing penguins and meerkats to an audience of 150,000 viewers.
Research has shown that watching animals can reduce stress, and the IG Live stream served as another reminder of the app’s mission to bring peace in chaotic moments.
Calm’s approach isn’t new for election season; in 2020, the app sponsored CNN’s election night coverage, which led to a significant boost in its App Store ranking.
The app is known for its meditative tools, including guided sessions and “Sleep Stories,” designed to help users wind down and sleep better.
This year’s silent ad and wildlife stream have sparked widespread online buzz. Social media platforms, including X (formerly Twitter), saw mentions of Calm’s ad strategy, with users like influencer Jake Paul joining the conversation about the app’s timely service.
For voters processing the results of the election, Calm’s campaign provided a chance to pause, breathe, and stay grounded—a welcome reminder to “stay calm,” no matter the outcome.
