Anthropic debuts Keep Thinking campaign for AI Claude
Anthropic launches its first paid advertising campaign for AI Claude with creative agency Mother and media agency Initiative.
AI company Anthropic has unveiled its debut paid advertising campaign titled "Keep thinking" in the US and UK, promoting its AI assistant Claude. The multi-million-dollar campaign, developed in collaboration with creative agency Mother, marks Anthropic's first foray into paid media.
Campaign Creative
The campaign includes a 90-second film that challenges the pessimistic notion "there's never been a worse time" by flipping it to "there's never been a better time"—showcasing how Claude aids in solving problems across research, medicine, design, and more. The film, directed by Daniel Wolfe through Love Song Films, ends with the empowering tagline: "Keep thinking."
"'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." — Andrew Stirk, Head of Brand Marketing, Anthropic
Media Strategy
Media planning and buying were handled by Initiative, with placements across:
- Streaming platforms (Netflix, Hulu)
- Print (The New York Times, Wall Street Journal)
- Influencer and podcast partnerships
- Out-of-home (OOH) displays featuring Anthropic researchers and creators
Felix Richter, Global Chief Creative Officer at Mother, noted: "The film acknowledges our problem-filled present but reframes AI as the solution rather than another threat."
Background
Anthropic, founded in 2021 by ex-OpenAI researchers including CEO Dario Amodei, positions Claude as an "AI thinking partner" designed to amplify human problem-solving rather than replace it.
Watch the campaign film below:
<iframe width="560" height="315" src="https://www.youtube.com/embed/9SZWHzvJP4c?si=OT6YhDNPR9G3jpd0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>This story first appeared on Campaign UK.
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Dr. Lisa Kim
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Leading expert in AI ethics and responsible AI development with 13 years of research experience. Former member of Microsoft AI Ethics Committee, now provides consulting for multiple international AI governance organizations. Regularly contributes AI ethics articles to top-tier journals like Nature and Science.