The 'Calm' App Created a Silent Ad to Promote Its Meditation Features

By: Ady Floyd - Sep 29, 2015
References: & adweek
The Calm app created this mental wellness commercial that is completely silent in order to convey a strong message about the importance of meditation and relaxation. The commercial features scenes of remote areas, relaxing sunsets and beach fronts. Each scene transitions smoothly into the next as the sounds of raindrops, waves and wind caress the ears of the viewers.

The entire commercial contains no voice overs and no flashy images. The only nod to the Calm app is the final image that fades the scene of a lake as the apps icon appears. This subtle and serene commercial instantly induces feelings of relaxation and calmness among each viewer.

The unique approach to this ad solidifies the purpose of the app by incorporating a full body and mind meditation session over the course of a two-minute spot.