For the first time, Anthropic has focused its latest brand campaign, ‘Keep thinking,’ on promoting its AI assistant Claude, brought to life via creative agency Mother and Initiative handling media planning and buying.
The campaign will appear during live sports on broadcast TV, as well as Netflix and Hulu streams. Print ads will appear in The New York Times and The Wall Street Journal. Out-of-home ads will spotlight real users, ranging from Anthropic’s own researchers to the team behind the Poetry Camera, built with Claude.
The platform positions Claude as a problem-solving companion, rather than technology that does your thinking for you.
The TVC features a 90-second film that captures the human capacity and need for problem-solving, and the myriad ways it manifests, all of which Claude is positioned as being able to assist with.
“‘Keep thinking’ is intended as both a rallying cry and a promise: to the industry, that we must build AI responsibly; to problem solvers everywhere, that what once seemed impossible is now within reach. Claude is for those who see AI not as a shortcut, but as a thinking partner to take on their most meaningful challenges,” Andrew Stirk, head of brand marketing at Anthropic said.
“The film acknowledges our problem-filled present but reframes AI as the solution rather than another threat—and it’s true: while the world is full of them, there’s never been a better time to have a problem,” Felix Richter, global chief creative officer at Mother added.
Founded by seven former OpenAI researchers, Anthropic has positioned itself as a company building a powerful AI product that will also be safe for humanity. Features such as Learning Mode and Extended Thinking Mode allow users access to Claude’s reasoning process, turning AI into more of a thought partner than a shortcut.
Anthropic has said that people who identify as problem solvers are drawn to the product to tackle complex work like coding, research and strategic thinking.
The new spot follows OpenAI’s decision to hire a creative VP, Michael Tabtabai and bring on PHD. As users and businesses alike adopt AI with increasing frequency, these platforms must decide how to best communicate with customers and how to position a technology that still generates a level of anxiety among the public.
