'Impeachment therapy' offers a tongue-in-cheek meditation practice for President Trump
'Relax your tiny hands' and think of a happy place, says a project from creatives at McCann
Oct 18, 2019
Tensions have been running high at the White House since the House of Representatives began its impeachment inquiry into President Trump. In a tongue-in-cheek bid to keep the president from doing anything rash, two creatives from McCann have launched Therapeachment—soothing, calming videos that walk Trump through meditative techniques using language designed to get his attention.
An animated version of Trump sits cross-legged in front of a gently rippling pool of water, as a serene voiceover speaks directly to the president. “Close your eyes. Take a deep breath. Relax your muscles. Relax your tiny hands.”
While the content is critical (“Think of things that make you happy. Like border walls.”) it is delivered with the seriousness of a newly-certified yoga instructor. Another video focuses on anger issues. “No whistles are blowing here,” says the reassuring voice, while the cartoon Trump is perched above a seaside cliff.
The campaign includes a Twitter account and is the branchild of Junior Art Director Kristina Samsonova and Senior Copywriter Dhanush Paramesh.