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Viewers tuning in to a number of Sky channels in the U.K. this week will see a very strange sight indeed—a two-minute commercial in which almost nothing happens, and there's no voiceover, no people and no product pitch, except for a simple URL at the end.
In fact, the spot is almost an anti-ad.
"The world is becoming an increasingly noisy place and sometimes whispering can be more effective than shouting. No one has ever created an ad quite like this, and we hope viewers will enjoy this rare moment of calm," says Michael Acton Smith, co-founder of a mindfulness app called Calm, which made the ad and bought the airtime.
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