Does advertising belong everywhere? That’s the question Claude is challenging Super Bowl viewers to think about. The campaign by Mother for AI company, Anthropic, launches Claude’s commitment not to run ads (yes, that is ironic). The not so subtle dig at Open AI’s decision to place advertising in ChatGPT’s has not been received favourably by Open AI CEO, Sam Altman.

The campaign, A Time and a Place, houses four darkly comedic films –  60-second pregame spot, How do I communicate with my mom?, airs in the final 30 minutes before kick-off…

… followed by a 30-second in-game spot, Can I get a six pack quickly?

Together, they’ll reach 120 million viewers with a message about what kind of AI people deserve. The campaign launched on February 4 and will run across broadcast and online media in the US and international markets in the weeks following the Super Bowl.

The spots are named after the kinds of questions people actually ask AI – about their health, their relationships, their work. In each one, a familiar moment gets interrupted by a sponsored answer from a fictional ad-supported chatbot. The effect is jarring. It’s meant to be.

The campaign was directed by Jeff Low, filmed in Los Angeles with real actors and production crews. It extends Claude’s Keep Thinking campaign, that positions Claude as the AI built to expand human thinking – not exploit attention. Claude helped with the work behind the scenes – synthesising research, sharpening briefs, navigating complex production schedules. It made the process faster and the thinking sharper. The concept, direction, scripts, performances, and production were all human craft.

Anthropic is focused on businesses, developers, and helping problem solvers tackle important work. The business model is straightforward: revenue through enterprise contracts and paid subscriptions, reinvested into improving Claude. Over 80% of revenue comes from enterprise customers, and the company has grown to over $9 billion in annual run-rate revenue in under two years—none of it from advertising.

Sasha De Marigny, chief communications officer, Anthropic, stated, “Technology can be a bicycle for the mind—something that extends what humans are capable of. Or it can be another surface competing for your attention. We want Claude to be the former. By keeping Claude free of advertising incentives, the only thing it’s optimizing for is helping you do your best thinking.”

Andrew Stirk, head of brand marketing at Anthropic, added, “People want an AI they can trust — one that’s focused solely on working for them. We want Claude to be that choice.”

The other two films are:

Felix Richter, CCO at Mother, commented, “All the time, we see proof that advertising works brilliantly in the right context. We’re using advertising’s biggest stage to ask a simple question: does it belong everywhere? So we made funny ads about how unfunny it would be. People asking AI about their health, their relationships, their business. Then a sponsored answer. We don’t need to explain why that’s wrong. We just need to show it.”