When The World Is Yelling, Give Them Silence

Elections, Horse Races and yet another stressful week at work. Calm couldn't have picked a better time to simply give people some peace and f*cking quiet.

G’day Everyone,

Some big races this week.
One that stopped the nation.
Another that seemingly stopped the world.

These are big moments in culture.
During big moments like this, is it better for brands to shine?
Or to sit on their hands and see it through?

I think that depends on the brand, right?
It’s high risk, high reward, I guess.
You might not want to be seen to be taking a particular stance.
But if you can be clever about it, the whole nation (or world) bears witness.

A standout to me from this week is Calm.

Calm ran this spot on CNN and ABC during live election coverage on Wednesday.

Any other time of the year, this ad would still be interesting, but during a high stakes election… Wow.

Maybe there’s some moral quandaries here with capitalising on people’s anxiety.
But I believe Calm are genuinely offering a solution, so I’ll let it pass.

Was there any clever work around the Melbourne Cup?
I didn’t watch it so I don’t know, lol.

That’s all from me folks, have a great weekend!

Maybe treat yourself to 30 seconds of silence?

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