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Library/Campaign/Calm Ad Space of Silence
Grade B21 sourcesHIS-00668

Calm Ad Space of Silence

Campaign · 2024 · Niche

27Editable slideCertificate

Calm’s silent election ad drew reposts and a reported App Store rise of over 100 places.

Original · Calm

Dean Phillips

@deanbphillips · Nov 5, 2024

The best political ad ever. (sound on)

93714
Post · @deanbphillips on X

Calm

@calm · Nov 6, 2024

Take a deep breath. Drink some water. Go outside. Hug a pillow. (Or scream into it). Just do whatever feels good to you right now. 🫶

1.1K18
Post · @calm on X

Jake Paul

@jakepaul · Nov 6, 2024

The most genius ad placement goes to the calm app on CNN I mean that’s fucking hilarious.

7.1K81
Post · @jakepaul on X

Sheel Mohnot

@pitdesi · Nov 6, 2024

This is an incredible ad by Calm https://t.co/kzSGPiq7Gu

1.9K9
Post · @pitdesi on X

Gary Mark⚡️Blue Sky Kites  𝕏 🈴

@blueskykites · Nov 6, 2024

WATCH & LISTEN: the Calm app bought a 30 second advertisement during political coverage. 🤫🔇🔕 ht

51
Post · @blueskykites on X

Anthony Heggie

@Anthony_Vandy3 · Nov 6, 2024

the Calm app buying 30 seconds of ad space tonight for silence is the best thing that’s happened tonight

462
Post · @Anthony_Vandy3 on X

Kathleen Lucente

@KathleenLucente · Nov 6, 2024

Best ad during election night -- the Calm App giving me 30 seconds of peace. @calm

00
Post · @KathleenLucente on X
2024 Election - Calm Silent Ad
Calm on YouTube
The best political ad ever. (sound on)
@deanbphillips on X
During last nights election, Calm 'advertised' 30 seconds of absolute silence, multiple times during the day, on leading national broadcasters. During a noisy and relentless election…
Campaign Inspiration / LinkedIn
The 2025 Creative 100: Brand Innovators Challenging the Status Quo
Adweek
WATCH & LISTEN: the Calm app bought a 30 second advertisement during political coverage. 🤫🔇🔕
@blueskykites on X
'Calm' Meditation App Jumps 100 Spots in App Store After Election Night Ad
TMZ
Morning Brew Logo
Marketing Brew

Spread Score

How it works
Reach0Contagion35Breadth10Velocity100Longevity1927

Numbers

X-reported post impressions, live: Jake Paul
488.1K
As of Oct 14, 2026 · X · Self-reported · Jake Paul / X
Peak date
Week of Nov 6, 2024
Nov 5 ’24 to Week of Nov 6, 2024
Platforms
5
Started on TV
Origin
Paid
Health & fitness

Mechanics

  • NewsjackingPrimary
  • Platform jump
  • Press loop
  • Response chain
  • Political adoption

How it spread

Trace the origin

Calm bought silent TV spots during election-night coverage. Viewers posted footage on X and discussed it on LinkedIn; press covered the reactions. TMZ reported an App Store rise, and Adweek later reported a download lift.

Dates use the stated precision; chart positions are date anchors.

Google searchesOct ’24NovDecJan ’25FebMarAprMayPeakTVPressXOpen webApp stores
TVPressXOpen webApp stores

10 more events on this chart

Join free to see them

Timeline (13)

  1. November 2024

    Calm seed · Nov 5 ’24

    Calm bought silent ad blocks on CNN, ABC and Comedy Central during election-night coverage.[1][2][3]

    2024 Election - Calm Silent Ad

  2. MediaPost press · Nov 5 ’24

    MediaPost reported the silent spots and said CNN placements were scheduled through November 10.[2]

  3. Dean Phillips platform jump · Nov 5 ’24

    Dean Phillips posted footage of the ad and called it the best political ad ever.[4]

    The best political ad ever. (sound on)
Origin
Paid
Sector
Health & fitness
Region
US
X-reported post impressions, live: Jake Paul
488.1K
As of Oct 14, 2026 · X · Self-reported · Jake Paul / X
Evidence
Grade B

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McDonald's France: Olympic Curry

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2.5B impressions

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YouTube · 2022

63
LIVE: Can Liz Truss outlast a lettuce?

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Mike Pence debate fly

X · 2020

62
holy shit

35K sold

New cases, every week

How the next thing spread, the week it does.

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Google searchesOct ’24NovDecJan ’25FebMarAprMayPeakTVPressXOpen webApp stores
TVPressXOpen webApp stores

10 more events on this chart

Join free to see them

  1. November 2024

    Calm seed · Nov 5 ’24

    Calm bought silent ad blocks on CNN, ABC and Comedy Central during election-night coverage.[1][2][3]

    2024 Election - Calm Silent Ad

  2. MediaPost press · Nov 5 ’24

    MediaPost reported the silent spots and said CNN placements were scheduled through November 10.[2]

  3. Dean Phillips platform jump · Nov 5 ’24

    Dean Phillips posted footage of the ad and called it the best political ad ever.[4]

    The best political ad ever. (sound on)

  1. owner response · Nov 6 ’24

  2. platform jump · Nov 6 ’24

Join free to see the other 10 events and the full chart. Free, on every case.

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Why it worked

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