Sooth­ing na­ture sounds on Ab­b­Vie's mi­graine drug Tik­Tok of­fer a break from in­fi­nite scrolling

Re­lax­ation apps have noth­ing on Ab­b­Vie mi­graine med Ubrelvy’s Tik­Tok. Ocean waves and birds chirp­ing of­fer respite and a qui­et scrolling break on the more typ­i­cal­ly fre­net­ic so­cial me­dia app.

Ab­b­Vie calls it Mi­graine Re­lief-Tok, and a se­ries of ads fea­ture dif­fer­ent calm­ing sounds of na­ture with the ad­vice: “Take a Break. Breathe in, Breathe out.”

The un­ex­pect­ed qui­et in what can be an over­stim­u­lat­ing ex­pe­ri­ence of mu­sic, danc­ing, pop cul­ture and pol­i­tics is in­ten­tion­al. Ab­b­Vie knows that like many peo­ple, the 40 mil­lion peo­ple who suf­fer from mi­graine, are al­so on so­cial me­dia and Tik­Tok.

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