Anthropic’s Claude is using the Super Bowl stage to make a pointed argument: not everything needs advertising, especially your conversations with AI.
Making its Big Game debut, the company behind Claude rolled out a darkly comic campaign that satirizes ad-supported chatbots, coming just weeks after OpenAI confirmed plans to introduce advertising into ChatGPT. Created by Mother and directed by Jeff Low through Biscuit Filmworks, the campaign imagines a near-future where AI conversations are constantly hijacked by irrelevant, intrusive ads.
Across four films, everyday questions about health, relationships, and work are interrupted mid-thought by an ad-funded assistant portrayed as an overeager human salesperson. The joke is blunt by design, ending with a clear message: “There’s a time and a place for ads. Your conversations with AI should not be one of them.”
A 60-second pregame spot titled “How do I communicate with my mom?” airs in the final half hour before kickoff, followed by an in-game ad, “Can I get a six pack quickly?”, during the first quarter. The opening frame of the latter playfully nods to ChatGPT’s widely praised Super Bowl campaign from last year — a deliberate wink in an escalating AI brand rivalry.
“We’re using advertising’s biggest stage to ask a simple question: does it belong everywhere?” said Felix Richter, chief creative officer at Mother. “So we made funny ads about how unfunny it would be.”
Anthropic says more than 80 percent of its revenue comes from enterprise contracts and paid subscriptions, not advertising, and the company reportedly reached a $9 billion annual run rate in under two years. That business model, executives argue, allows Claude to remain focused on helping users think, not monetizing their attention.
“Technology can be a bicycle for the mind,” said Sasha De Marigny, Anthropic’s chief communications officer. “Or it can be another surface competing for your attention. We want Claude to be the former.”
The campaign builds on Claude’s broader “Keep Thinking” brand platform, positioning the AI as a thoughtful partner rather than an attention-hungry product. While Claude assisted behind the scenes with research synthesis and production support, Anthropic and Mother emphasize that the concept, scripts, performances, and direction were led entirely by human teams.
The ads will air during the first quarter of NBC’s Super Bowl LX broadcast before rolling out across broadcast and digital platforms in the U.S. and internationally, setting up a rare, very public philosophical showdown between AI companies on advertising’s biggest night.
CREDITS:
BRAND: Claude
- Head of Brand: Andrew Stirk
- Marketing Manager: Sophie Ho
- Creative Director: Susan Payne
- Program Manager: Kate Monroe
AGENCY: Mother
MEDIA: Initiative
PRODUCTION COMPANY: Biscuit Filmworks UK
- Director: Jeff Low
- Producer: Pete Vitale
- Founder: Shawn Lacy
- Executive Producer: Rupert Reynolds-MacLean
- Head of Production: Emily Atterton
- Production Supervisor: Lauren Reese
- Production Supervisor: Kate Novak
- Director of Photography: Mihai Malaimare Jr.
- Production Designer: Elliott Hostetter
- Casting: Alyson Horn Casting
- Stylist: Michelle Martini
- Hair Stylist: Yukiko Kinkel
- Makeup Artist: Yuichi “Yuji” Kojima
PRODUCTION SERVICES: Biscuit Filmworks US
POST / VFX: Time Based Arts
- VFX Supervisor: Miguel Wratten
- VFX Lead: Ria Shroff
- VFX Artist: Lucy Lawrence
- VFX Artist: Olivia O’Neil
- VFX Artist: Ross Ferguson
- VFX Artist: Tom Robinson
- VFX Artist: Simon Melin
- VFX Artist: Frankie Foster
- VFX Artist: Ralph Briscoe
- VFX Artist: Paul Wratten
- VFX Artist: Matt Jackson
- VFX Artist: James Pratt
- VFX Artist: Dan Adams
- Colorist: Simone Grattarola
- Producer: Jo Gutteridge
EDIT: The Quarry
- Editor: Scot Crane
- Producer: Dilia Knobel-Winterstein
MUSIC & SOUND: King Lear
- Sound Engineer: Ed Downham
- Sound Producer: Natalie Curran
MUSIC SUPERVISION: THE HOGAN
- Music Supervisor: Sean Hogan
- Music Supervisor: Ludo Swaniker
- Music Supervisor: Isa Rehman
PR: Edelman New York
LICENSING: Mayflower Entertainment
Head of Licensing: Pete Merriman
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