"A man sits in a therapist's office, trying - earnestly - to figure out how to talk to his mom. His "therapist" listens, nods, offers something that almost sounds helpful, and then, without changing expression, abruptly pivots into a pitch for "Golden Encounters," a fictional dating site for younger men seeking older women. If you felt your soul leave your body for a second, congratulations: You understood the assignment."
"That lurch is the centerpiece of Anthropic's new Claude ad campaign, which spends its time on a single, pointed fear: Once the chat window becomes a business model, the chatbot's loyalties start to blur. The campaign, called "A Time and a Place," was created with Mother and directed by Jeff Low, and it's built to scale from internet buzz to a mass audience."
"Each spot starts with a normal modern ask - help me write, help me decide, help me get in shape, help me be a better person - and then yanks the wheel into an absurd product plug, delivered in the exact cadence people now associate with chatbot help. All of the ad spots end with a line aimed straight at OpenAI, which recently announced an ad tier: "Ads are coming to AI. But not to Claude.""
Anthropic launched a national ad campaign for Claude called "A Time and a Place" that satirizes ad-supported chatbots by turning ordinary user requests—therapy, homework, business, fitness—into abrupt product pitches. The spots mimic chatbot cadence to illustrate a fear that commercial incentives could warp assistant loyalty when chat windows become business models. The campaign was created with Mother and directed by Jeff Low, and includes a 30-second Super Bowl LX spot and a 60-second pregame cut to reach a mass audience. Each ad ends with the line, "Ads are coming to AI. But not to Claude." The campaign uses morality-play motifs and blunt labeling to amplify the contrast.
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