Mindfulness TV Ad That Will Send You to Sleep

Mindfulness TV Ad That Will Send You to Sleep

LONDON, September 23, 2015 /PRNewswire/ --



Mindfulness app, Calm, launches world's most relaxing TV ad  



This week viewers will be able to catch a first glimpse of the world's most relaxing
two-minute TV advert, which will be airing across a number of Sky channels in the UK.



But concentrate, or you might fall asleep, because that's exactly what it has been
designed to do.



The 120-second advert, created by the mindfulness app, Calm [http://www.calm.com ],
which recently surpassed 2.5 million downloads, is designed to be an antidote to
traditional TV advertising and is intended to help viewers relax and be less stressed. In
a world where we are bombarded by thousands of advertising messages everyday, it is hoped
this will be an unusual, but welcome break for viewers.



The two minute ad, which has been developed by creative agency Dancing Aardvarks
[http://www.dancingaardvarks.co.uk ] and planned and bought by All Response Media
[http://www.allresponsemedia.com ], will run alongside a number of 30 second adverts, and
builds on the recent 'Slow TV' phenomenon and includes no voice over, or much action.



During the advert the viewer is simply taken through five relaxing scenes - a mountain
view, waves crashing onto a beach, rainfall in a forest, a lakeside sunset and underwater
- with only the natural sounds of those scenes to disturb them.



Michael Acton Smith, co-founder of Calm, explains: "The world is becoming an
increasingly noisy place and sometimes whispering can be more effective than shouting. No
one has ever created an ad quite like this and we hope viewers will enjoy this rare moment
of calm."



This latest advert builds on the recent "Slow TV" phenomenon which first gripped
Norway with the broadcasting of a 7-hour train ride between Oslo to Bergen, which about a
quarter of the population tuned in for, and then more recently this year with the  BBC
Four Goes Slow 
[http://www.dailymail.co.uk/news/article-2977933/Not-exactly-fast-forward-BBC-launches-slow-TV-season-includes-two-hour-film-canal-boat-trip-no-voiceover.html ]
series featuring a
three-hour National Gallery tour and a two hour long canal boat trip.



You can watch the whole advert, which first airs on Tuesday 22nd September, here


[https://www.youtube.com/watch?v=wni_nsyGAsw ]




Calm

CONTACT: Press contact: Justin Bates, +44-7878357463, justin@antidotecommunications.com


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Profile: intent