How can we improve this ad from Calm? Check out our Calm Ad Review in honor of National Relaxation Day.
This video ad from Calm falls just short of bliss. Here are three reasons why.
1️⃣ Number one, to be clear, I actually really like this concept and would love to be able to see how a variant of it would test because it is really unique. And, it has a strong visual where you’re just cutting through very slow and mundane, which is what the benefit of Calm is — helping to be able to use meditation to relieve that mundane within your life. Overall, it’s a very strong visual. Then it just gets weird.
That’s one of the reasons why this isn’t going to be a top performer. You cut it up there for the first 15 seconds or so, it is awesome. But then it shifts to a scene where, I get it, eventually that’s used to be able to calm and relax and talk about what the meditation app will be able to do. But from a first-time experience, it’s a really high swing into what the experience is. So, I get lost in the translation.
“If your long-form videos are doing well, that probably means your short-form videos suck.”
2️⃣ Number two follows on number one. It’s too long of a video. While there is a time and place for longer-form video, it’s not optimal for how audiences consume on social media. This is a nice way of saying: If your long-form videos are doing well, that probably means your short-form videos suck.
3️⃣ Number three, it may be a little bit more nitpicky, but the testimonial they have at the 12th second just seems like it’s forced in. Like “we have space, let’s go,” because they show one and they don’t build on it. In fact, they just do a huge pivot to a completely different type of a sequence.
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