The 'Calm' App Created a Silent Ad to Promote Its Meditation Features
References: itunes.apple & 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.
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.
Trend Themes
1. Silent Advertisements - The rise of silent ads presents an opportunity for companies to convey their message to consumers in unconventional ways.
2. Mental Wellness - The importance of mental health has become more prominent in society, providing opportunities for businesses to develop products and services to support mental wellness.
3. Mindfulness Meditation - As mindfulness meditation gains popularity, businesses can create products and services centered around promoting relaxation and calmness.
Industry Implications
1. Digital Advertising - The shift towards silent advertisements may create a new industry for companies to create innovative marketing campaigns.
2. Mental Health Services - As mental health becomes a more pressing issue, industries that offer mental health services can take advantage of this increased demand.
3. Wellness Technology - The rise of mindfulness meditation creates opportunities for businesses to develop and market wellness technology that promotes relaxation and mental stability.
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