“There has never been a better time to have a problem”
With that phrase, the Anthropic artificial intelligence company positions its chatbot Claude as a reference tool for those looking for solutions in their first great advertising campaign. Under the title “Keep Thinking” encourages people and society in general to use Claude with optimistic vision of the technology potential to address the great problems of the world.
Created by the independent agency Mother, Claude’s announcement initially presents, with a negative tone, a world full of challenges and situations to solve, repeating the word “problems.” Then the voiceover changes to an optimistic invitation to discover Claude’s possibilities to solve them, with scenes that illustrate solutions, from medical diagnoses to data visualization. Creativity aims to position Claude as the spark of inspiration.
The spot has been directed by Daniel Wolfe through producer Love Song Films.
Anthropic recognizes a reality full of problems, but bets on a positive vision in which artificial intelligence is not a threat, but an ally. “‘Keep Thinking’ aims to be both a war cry and a promise: to the industry, which we must develop in responsibility; to those who seek the solution of problems everywhere, that what seemed impossible now is within reach”, Said Andrew Stirk, director of Anthropic brand marketing, according to Adweek. “Claude is for those who see the AI not as a shortcut, but as an ally to face their most important challenges”
The campaign involves the company’s foray into advertising and a commitment to differentiation in the generative artificial intelligence industry. With its launch, Anthropic follows in some of its rivals, which have already deployed commercial communication strategies on an increasingly competitive field.
It should be remembered that Openai launched the first ad for Chatgpt in February this year during the Celebration of the Super Bowl.
In this sense, it is not just about highlighting the product, but also the brand.
The Claim “Keep Thinking” expresses Anthropic’s commitment to the development of an AI that enhances human capacity, instead of replacing it. His speech revolves around the idea that the most complex problems of humanity will not only be solved with technology, but with the collaboration of humans and AI.
“Keep Thinking” has a millionaire investment to achieve maximum scope. The media planning corresponds to Initiative and will be executed in broadcasts of live sporting events, streaming services such as Netflix and Hulu, printed publications such as The New York Times either The Wall Street Journalpodcasts and collaborations with influencers.
It also has outdoor advertising. The graphs present professionals who have used Claude in the development of their ideas and solutions, including researchers Kamal Ndousse and Grace Han, or the creators of the Poetry Camera engine, Kelin Zhang, Ryan Math and Evan Kahn.
