The ad shows five relaxing scenes. Mountains, waves on the beach, rain forest, sunset on the lake shore and underwater types. “The world is becoming an incredibly noisy place, and sometimes a whisper can be more effective than a scream. No one has created so quiet advertising, and we hope that viewers will enjoy this rare moment of peace,” says the co-founder of the app Michael Anton Smith, who bought airtime for video.
The creative concept was developed by the Agency Dancing Aardvarks. The Calm app contains 50 different materials for meditation with nature sounds and soothing melodies. Monthly subscription to the service costs $9.99, and the annual — $39,99.
Edition Adweek notes that advertising demonstrates the phenomenon of “slow TV”, which is gaining popularity in Europe. For example, in Norway, was broadcast a seven-hour train journey from Oslo to Bergen, and the BBC showed a two-hour boat trip on the canal.