Brand brief

Claude (Anthropic)

Claude is Anthropic's AI assistant. Its 'Keep Thinking' brand work reached a Super Bowl debut in February 2026 built on an ad-free pledge. Disclosure: Anthropic also made the assistant that wrote this brief, and the facts below come only from the cited sources.

Sources: Super Bowl debut in February 2026 →

Web Researched on the web on November 2, 2026. Double-check before you rely on it.

Industry

AI assistant

Top channels

TV and sports, YouTube, Instagram, Online film, Earned press

Brand voice

intelligent, warm, unvarnished

Recent campaigns

Working Super Bowl LX: 'Ads are coming to AI. But not to Claude.' (Feb 2026) Four darkly comedic films from agency Mother with director Jeff Low, including a 60-second pregame spot and a 30-second in-game spot, aimed at OpenAI's move into ChatGPT ads. The work won the Super Clio for Creative Excellence in Super Bowl Advertising, and the no-ads message went viral. A 30-second spot was estimated at about $8 million. Source →
Too early Keep Thinking (Sept 2025) Anthropic's first brand campaign for Claude, positioned around problem solvers. No results were reported, and the Super Bowl work extended the platform. Source →

Social media

What competitors are doing

ChatGPT has the awareness lead with unclear positioning, and began showing ads to US Free and Go users in 2026. Sensor Tower and Similarweb put Claude well behind ChatGPT and Gemini on usage share. One report says Apptopia found Claude overtook ChatGPT as the most-downloaded AI app in the US, which is a download metric, not usage. Trackers disagree on the figures.

3 ideas you could pitch ✦ AI Insight

Borrow Netflix's reactive-meme approach: keep the 'ads are coming to AI' joke alive with timely, self-aware posts instead of one big moment.
ChatGPT has awareness but an unclear position, so Claude can own 'trust' with proof points such as plain-language pages on privacy and how the business model works.
Commentary says Claude must turn professional edge into mass-market habit, so try a 'your first week with Claude' creator series for everyday tasks.

Smart questions to ask them ✦ AI Insight

How do you tell whether the ad-free message drives sign-ups or brand trust?

How do you turn a professional edge into an everyday habit for a mass audience?

What did the Super Bowl debut change about how you plan paid media?

Heads up. Disclosure: Claude is made by Anthropic, which also made the assistant that wrote this brief. Social counts come from third-party trackers that disagree, and I found nothing on its X, TikTok or LinkedIn content. Sources conflict on Anthropic's revenue, so I left it out, and the voice principles come from one blog. The Super Bowl campaign is the best-corroborated point.

Sources