The second phase of election day began on Wednesday morning, when the Americans woke up and the jury still did not know who would be the next president. In perhaps the best ad of 2020 to date, the meditation app Calm sponsored CNN’s coverage of the Key Race Alert to remind Americans to pause and breathe deeply, even when the stress of the election seems unbearable.
A Calm spokesperson told Washington Newsday that the app’s decision to sponsor CNN coverage was due to the turmoil in 2020. “We understand that the uncertainty of this election cycle may be a source of concern for many of us, especially as it coincides with an ongoing pandemic,” they said by e-mail. “Our goal during CNN Key Race Alerts was to offer viewers a moment of calm and remind them to take a deep breath on a stressful night.
In addition to a logo for the app, which was shown during CNN coverage, the app also aired several commercials that challenged viewers to breathe and relax for 30 seconds. Relaxing scenes, such as rain or a beach, were shown with the moment of pause.
Some viewers applauded the decision to offer moments of stress relief during the otherwise tense evening. Others found the partnership ironic and comical in light of the fast-paced and unpredictable nature of election night. The disagreement became clear in the Twitter conversations on Tuesday.
The CNN election coverage presented by the Calm app could be the funniest thing that ever happened.
– Stephen Amell (@StephenAmell) November 4, 2020
I appreciate that CNN coverage is sponsored (“brought to you”) by Calm app lol
– Traci Lee (@traciglee) November 4, 2020
Smart ad buying at @calm on CNN on election night. pic.twitter.com/S74TxYuL0v
– djWHEAT (@djWHEAT) November 4, 2020
The @calm app, which tells us to do nothing for 30 seconds on @CNN… You must be kidding #ElectionNight
– Maria Shriver (@mariashriver) November 4, 2020
Hi, I’m in an airport and the TVs are playing something called 30 seconds of silence from CNN, and it’s just footage of beaches in the Bahamas, so I want to do this work next.
– DJ Judd (@DJJudd) October 30, 2020
I just saw the @calm TV commercial on CNN when it was raining in a forest. Nothing else. This is exactly what the founder showed me in his App 2014 with @spencerchen in North Beach. Ugh, I really missed this.
– Semil (@semil) November 4, 2020
CNN continues to give race warnings with an advertisement in the corner: “sponsored by the Calm ap”.
– Evie Blad (@EvieBlad) November 4, 2020
CNN is like “Keep calm” and then wildly switch to “NEW PROJECTION” while war movie music is playing
– Kevin Farzad (@KevinFarzad) November 4, 2020
Calm is a meditation and sleep-inducing app that encourages users to slow down, center and relax. In addition to the normal meditation instructions, the app has special series aimed at unique life experiences. The app also features “sleep stories” with whimsical and relaxing stories to help listeners fall asleep. For additional interest (and for an additional fee), famous voices like Matthew McConaughey and Harry Styles continue the storytelling.
The app’s Twitter feed was full of useful tools on Tuesday, and the encouraging content continued on Wednesday. Some tweets, like this one, which showed sensual ways to reduce anxiety, were re-twittered hundreds of times.
Do you feel anxious?
Try to ground yourself by
– 5 things you can see
– 4 things you can hear
– 3 things you can feel
– 2 things you can smell
– 1 thing you can taste
– Calm (@quiet) November 4, 2020
And Calm still offers tools for stressed Americans all week long. The speaker explained that their resource hub currently offers more free tools for coping and calming. You can access them here.
Although Calm offers free features, not all content can be unlocked without a subscription. The app currently offers a 40 percent discount on Calm Premium in addition to the free tools. This seems to be an offer that only applies to an annual membership, which is usually $69.99 per year.