Are you having trouble sleeping? Tossing and turning through all hours of the night? Well, fear not because the Mindfulness app, Calm, is launching the world’s most relaxing TV ad that is meant to send you to sleep. Sounds pretty suspect to me… This week’s viewers will be able to catch a glimpse of the world’s most relaxing two-minute TV advert, which will be aired across a number of Sky channels in the UK. The advert recently surpassed 2.5 million downloads and is designed to be an antidote to traditional TV advertising aiming to help viewers relax and reduce stress – hoping to be a welcomed break for viewers.
The ad has been developed by creative agency Dancing Aardvarks and has been planned and bought by All Response Media, it will run alongside a number of 30 second adverts building on the recent ‘Slow TV’ phenomenon – therefore it will have no voice over, or much action. If it’s as boring as it sounds I think this may work… During the advert the viewer witnesses five relaxing scenes – a mountain view, waves crashing onto a beach, rainfall in a forest, a lakeside sunset and underwater – accompanied by natural sounds of the scenes. Michael Acton Smith, co-founder of Calm, explains that “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“.
You can watch the whole advert, which first airs on Tuesday 22nd September, here but make sure you set your TV on a sleep timer too or it will be on all night while you get your 40 winks! Zzzz…