"Anthropic has unveiled 'Keep Thinking,' a brand platform that features the company's Claude model as the AI of choice for problem solvers."
"Created in partnership with ad agency Mother, the multi-million dollar investment marks the company's first entry into paid advertising."
"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."
"Rollout of the campaign will span key sports moments, top titles on streaming services such as Netflix and Hulu, print ads in The New York Times and Wall Street Journal and partnerships with top influencers and podcasts. Out-of-home will run alongside the campaign in multiple cities, featuring Anthropic researchers Kamal Ndousse and Grace Han, plus Poetry Camera creators Kelin Zhang, Ryan Mather and Evan Kahn."
Anthropic launched a brand platform called 'Keep Thinking' that positions Claude as an AI tool for problem solvers. The effort was developed with ad agency Mother and represents a multi-million-dollar investment and the company's first paid advertising campaign. The campaign leads with a 90-second film showcasing people solving problems in coding, bike repair, art and marine conservation. Messaging reframes AI as a solution rather than an added threat, emphasizing opportunity in a problem-filled world. The rollout covers major sports moments, streaming platforms, print placements, influencer and podcast partnerships, and out-of-home displays featuring researchers and creative collaborators.
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