President-elect Donald Trump cruised to victory on election night, and dozens of breaking news alerts went live as swing states were called.
Calm, a mental fitness company that creates meditation products on its subscription-based app, decided to buy some advertising space — and give viewers some respite from the news.
The company purchased 30-second blocks on CNN, ABC, and Comedy Central from 5:30 p.m. to 1:15 a.m. ET on election night.
The advertisement involved a video with the message: “We bought this ad space to give you 30 seconds of silence. Yep, just silence.”
That was followed by a “you’re welcome” and the Calm logo.
“We wanted to meet people where they were with a real-time moment of calm, delivered through an unexpected 15 to 30-second silent ad break between the updates and alerts,” a Calm spokesperson told Business Insider.
Marketing experts give Calm’s advertisements an A+
Marketing professors said the advertisements were well-timed and placed.
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