This Ad Will Calm Your Nerves. . .or Put You to Sleep

Two-Minute Spot for Calm App Builds off Slow TV Movement in U.K.

Published On
Sep 22, 2015

Editor's Pick

Nothing happens in this new two-minute ad running in the U.K. -- but, that's the point.

The spot, which features the rippling waters of a lake, waves lapping on a seashore, rain on leaves and a gorgeous pink sunset, is for Calm, a mindfulness app co-founded by "Moshi Monsters" creator Michael Acton Smith.

It's designed demonstrate the benefits of mindfulness, and also builds on the recent "Slow TV" phenomenon in Europe, which first gripped Norway with the broadcasting of a seven-hour train ride between Oslo to Bergen. In the U.K., BBC Four's Goes Slow series featured shows such as a long, slow canal ride and a three-hour trip round London's National Gallery.

The ad was developed by creative agency Dancing Aardvarks and will be running in its entirety across various Sky channels this week.

Acton Smith explained in a statement: "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."

Maybe he's right -- or maybe they'll just change the channel.