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An election-pegged commercial from Calm that didn’t have a single line of spoken dialogue quickly became a major talking point in the hours following Donald Trump’s win of the White House.
Both within the advertising industry and outside of it, fans have been discussing the merits of the ad’s 30 seconds of pure silence, a creative tactic that could be considered risky no matter when it debuted.
That the spot aired on CNN and ABC during live coverage on Tuesday made it “the most culturally relevant brand moment of the election,” according to Will Poskett, founder of strategic ideas company Defiant.
The ad “showed regard for humanity” at a time when the American public has just lived through a contentious campaign with results that did little to bridge any divides, per Deb Gabor, founder and CEO of Sol Marketing.
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