"With AI slop invading our social feeds and jobs at risk from its rapidly advancing technology, advertising AI to sceptics is no mean feat. Cutting through the noise is Anthropic with its AI assistant Claude, debuting a new ad campaign that focuses on artificial intelligence as a tool, rather than a replacement for human creativity. While there's no formula for creating the best adverts, the most memorable ones leverage storytelling to captivate audiences."
"The 'Keep thinking' campaign, created in collaboration with independent agency Mother, centres around Claude's reputation as an elite problem-solving AI tool. Beginning with a distinctly existential tone, the 90-second ad features the word 'problem' flashing across the screen as a voiceover repeats, 'There's never been a worse time.' Suddenly, the undulating score cuts out, as the voiceover is replaced with the repetition of the phrase "there's never been a better time.""
Anthropic launched the 'Keep thinking' ad campaign to position Claude as an elite problem-solving AI assistant and creative collaborator. The 90-second spot contrasts an initial existential tone with an optimistic flip from 'There's never been a worse time' to 'there's never been a better time,' reframing problems as opportunities. The ad shows people using Claude to solve issues, emphasizing collaboration and creative freedom rather than job replacement. The campaign uses a warm colour palette, retro aesthetics, and stripped-back branding to avoid corporate coldness. Independent agency Mother collaborated on the campaign to underscore optimism and exploration.
Read at Creative Bloq
Unable to calculate read time
Collection
[
|
...
]