Calm ad brings 30 seconds of silence to US election night frenzy

Amid the frenzied coverage of the US election results, with Donald Trump projected to defeat Kamala Harris, viewers in the United States saw a unique ad on television: 30 seconds of silence. Calm, the popular sleep and meditation app, aired its commercial offering viewers 30 seconds of silence.
“We bought this ad space to give you 30 seconds of silence. Yep, just silence,” Calm told viewers in its ad, which featured this text on a blue screen.
The offbeat ad quickly found its way to the internet, as people took pictures of their TV screens and tagged the brand.

“The Calm app buying 30 seconds of ad space tonight for silence is the best thing that’s happened tonight,” X user Anthony Heggie said.
“Such a standout ad! Bound to build excellent recall. Shows enormous faith in their own branding to do something like this,” Bengaluru-based X user Heer Shingala said.
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Meanwhile, on its X account, Calm advised people to take a deep breath as they tracked the US election nail-biter.
“Take a deep breath. Drink some water. Go outside. Hug a pillow. (Or scream into it). Just do whatever feels good to you right now,” it said.

Donald Trump claimed victory in the 2024 US presidential contest after Fox News projected that he had defeated Democrat Kamala Harris, which would cap a stunning political comeback four years after he left the White House.
“America has given us an unprecedented and powerful mandate,” he said to a roaring crowd of supporters at the Palm Beach County Convention Center, flanked by his vice presidential running mate, Senator JD Vance, Republican leaders and members of Trump’s family.
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