The Ad That Won the 2024 Presidential Election

I’m not going to get political here, don’t worry. 

But there was a clear winner on election night and it had nothing to do with either presidential candidate.

It was this ad. 

Calm is a meditation app that offers tools to help users manage stress, improve sleep, and live a healthier life.

Truly a brilliant marketing move on their part to take out a silent ad on one of the most stressful nights in our country.

Why? Because without having to try too hard they caused a disruption in an unexpected environment. 

Good marketing helps you pay attention, but great marketing makes you stop and think. Which is exactly what this ad gave us in the most simple way. 

During a night filled with high anxiety and constant chatter from the media, silence is the last thing we expect coming from our tv. This ad was a breath of fresh air amidst the political noise and a marketing strategy worth every penny.

By writing intentional copy and 30 seconds of dead air, their call to action was as simple as the ad itself – Calm is an app that relaxes you in times of stress when you need it most. 

I don’t know how much this commercial cost them or how many downloads their app got after this aired, but I’m almost certain that wasn’t their driving force behind it. I’m sure it boosted their numbers but, more importantly, it created a moment of connection. 

Branding is all about telling a story and creating a connection with your audience. If you can combine the two with intention and purpose, you don’t have to invest in all the fuss and high-level production to spark engagement.

Remember, less is more and clear is kind.

Now what I really would love to know is how many different versions of the ad copy their copywriter had to write before the final was approved because I just knoooow they had to be hittin’ double digits for an ad almost all of America will see. 

Xo, The Salesgirls