Keep thinking is Anthropic’s new brand platform by Mother, and a multi-million dollar investment that is Anthropic’s first entry into paid advertising after years of organic growth.
The campaign features the brand’s Claude model as the AI of choice for problem solvers, supported by the strength of its reputation among developers, power users, and business customers, who partner with Claude to tackle their most complex problems from debugging reams of code, to analysing dense research and building entirely new products.
The campaign message speaks directly to the problem solvers, those who can’t walk past a challenge without engaging. The people up at 3am because they can’t let go of an idea. The people who don’t stop at good enough.
“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,” stated Andrew Stirk, head of brand marketing at Anthropic. “Claude is for those who see AI not as a shortcut, but as a thinking partner to take on their most meaningful challenges.”
“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,” added Felix Richter, global chief creative officer at Mother.
The campaign will run across key sports moments, in top titles on streaming services like Netflix and Hulu, print such as The New York Times and Wall Street Journal, and partnerships with top influencers and podcasts that naturally align with the ethos of the campaign. Media planning and buying was handled by Initiative.
OOH will run alongside the campaign in a number of US cities, featuring Anthropic researchers, Kamal Ndousse and Grace Han, plus Poetry Camera creators, Kelin Zhang, Ryan Mather, and Evan Kahn, who built a viral product with Claude without any coding experience.
Claude’s character has been shaped to be curious and considered, rather than rushing to simple answers. Claude pauses, considers multiple angles, and admits when it’s uncertain, which leads to fewer hallucinations than other models. Learning mode builds understanding through Socratic questions. Extended thinking mode reveals Claude’s reasoning in real-time, showing the iterative process as it works through hard problems. When Claude challenges assumptions or asks for clarification, that friction is intentional.
Its design resonates with a specific type of person – the problem solver. The campaign aims to resonate with them. Recent data confirms that people choose Claude to tackle complex work like coding, research, and strategic thinking. Just two years ago, Anthropic served under 1,000 business customers. Today, it serves over 300,000.
Credits:
Client: Claude
Client Team: Andrew Stirk & Juleya Diaz
Creative: Mother
Media: Initiative
Production Company: Love Song Films
Director: Daniel Wolfe
Director 2nd Unit: Louis McCourt
Executive Producers: Shirley O’Connor & Sara Wallace
Producer: Alex Chamberlain
PM: Rosie Marchant
PM & 2nd Unit Producer: Sidney Arthur
DOP: André Chemetoff
DOP 2nd Unit: Eponine Momenceau
Production Designer: Fiona Crombie
Wardrobe Stylist: Reza Levy
Director’s Assistant: Luis Cross
1st AD: Hayley Williams
1st AD 2nd Unit: Gabriel Williams
Editing: Marsheen
Editor: Dominic Leung
2nd Editor: Dave Davis
Edit Assistants: Otis Tree & Matthew Blacklock
Edit Producer: Harriet Cawley
VFX: Stray
Creative Director: Dan Williams
Design Director: Jules Esteves
Art Director: Daryl Higgins
2D Lead: Rebecca Clay
Executive Producer: Clare Melia
VFX Producers: Jack Williams, Chloe Kerr & Lewes Bridson
Colour: Electric Theatre Company
Colourist: Jason Wallis
Colour Producer: Alex Carswell
Sound Design: King Lear Music and Sound
Sound Designer: Jack Sedgwick and Ed Downham
Producer: Natalie Curran
Music Supervision: Curation Music
Music Supervisor: Sunny Kapoor
Service Company: Monkey Films
Producer: Clare van Zyl
Line Producer: Patricia “Trish” Wheeler
Line Producer 2nd Unit: JC Smuts
PM: Mishak Meintjies
Production Coordinators: Lloyd Zeeman, Jiajun (Ching) Yu
Photographer: Neil Bedford
Production Company: Mother-Made
Post production: Studio Private
