ABOUT

In the years since Kalms’ last TV ad was made, the product range had expanded and the wellbeing landscape had evolved. A combination of cultural factors, from social media to the Covid pandemic, had propelled the rise of self-care and natural, holistic activities like mindfulness, breathwork, and cold-water therapy.

In the face of this enlightened, more mindful market, Kalms needed a brand refresh. While the previous ad had been product-focused, we delivered a brand ad which aligned with the new well-being landscape and connected with a broad demographic.

To do this, we turned the ad spot into a 30 second mindfulness meditation – a break within the break. A beautiful, multi-sensory experience where the viewer is guided through moments of calm.

In order to cut through the noise and subtly engage the viewer in the now, we broke with TV advertising conventions. The script became an essential vehicle to achieve this:

The rhythm is inspired by guided meditation. And the ‘say what you see’ narrative style goes against the grain of advertising but is a staple of guided meditations, helping reinforce the moment and draw the viewer in.

This script became the backbone of the ad, providing perfect posture onto which we layered atmosphere:

- Calming visuals: uncluttered scenes, open sky, natural textures – water, wood, sand…
- A blend of epic and intimate. We used extra wide shots, atypical of TV ads, to create a cinematic style for a sense of awe. We contrasted the epic wides with intimate details – a mindful acknowledgment of the little things – creating a sense of depth and perspective.
- Shots paced to feel like breath: one scene is an inhale and the other an exhale.
- ASMR-style sound effects to further immerse viewers in the action of the moment.