Claude Asks The Big Questions In Darkly Comedic Films

Anthropic’s first Super Bowl campaign for Claude uses advertising's largest moment to ask a simple question: does advertising belong everywhere? Four darkly comedic films bring this to life. A 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 "A Time and a Place" campaign was created with Mother and directed by Jeff Low, filmed in Los Angeles with real actors and production crews. It extends Claude's "Keep Thinking" campaign, which positions Claude as the AI built to expand human thinking—not exploit attention.

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 said:"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 said: "People want an AI they can trust — one that's focused solely on working for them. We want Claude to be that choice."

The Films: 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 in-game spot follows someone at an outdoor gym asking a simple question about fitness. The answer they get isn't what they were looking for. Dr. Dre's "What's the Difference" scores the punchline: "There's a time and a place for ads. Your conversations with AI should not be one of them."

Credits

CLIENT: Anthropic

BRAND: Claude

CAMPAIGN: A time and a place

CLIENT TEAM: Andrew Stirk, Head of Brand at Anthropic; Sophie Ho, Brand Marketing Lead, Claude; Susan Payne, Creative Director; Kate Monroe, Marketing Program Manager

CREATIVE AGENCY: Mother

MEDIA AGENCY: Initiative

PR AGENCY: Edelman 

PRODUCTION COMPANY & COUNTRY: Biscuit Filmworks London

DIRECTOR: Jeff Low

PRODUCER: Pete Vitale

FOUNDING PARTNER: Shawn Lacy

MANAGING DIRECTOR & EXECUTIVE PRODUCER: Rupert Reynolds-Maclean

HEAD OF PRODUCTION (UK): Emily Atterton

PRODUCTION SUPERVISOR: Lauren Reese

ASSISTANT PRODUCTION SUPERVISOR: Kate Novak

DIRECTOR OF PHOTOGRAPHY: Mihai Malaimare Jr.

PRODUCTION DESIGNER: Elliott Hostetter

CASTING DIRECTOR: Alyson Horn Casting

STYLIST: Michelle Martini

HAIR STYLIST: Yukiko Kinkel

MAKEUP ARTIST: Yuichi ‘Yuji’ Kojima 

SERVICE COMPANY: Biscuit Filmworks US

EDITING COMPANY: The Quarry

EDITOR: Scot Crane

SENIOR PRODUCER: Dilia Knobel-Winterstein

VFX STUDIO: Time Based Arts

VFX SUPERVISOR: Miguel Wratten

VFX LEAD: Ria Shroff

VFX TEAM: Lucy Lawrence, Olivia O'Neil, Ross Ferguson, Tom Robinson, Simon Melin, Frankie Foster, Ralph Briscoe, Paul Wratten, Matt Jackson, James Pratt & Dan Adams

COLOURIST: Simone Grattarola

PRODUCER: Jo Gutteridge

AUDIO POST-PRODUCTION: King Lear Sound and Music 

SOUND DESIGN & MIX: Ed Downham

AUDIO PRODUCER: Natalie Curran

MUSIC House: The Hogan

MUSIC SUPERVISORS: Sean Hogan, Ludo Swaniker, Isa Rehman

MUSIC CLEARANCE: Pete Merriman at Mayflower Entertainment