CLAUDE - HOW CAN I COMMUNICATE BETTER WITH MY MOM? (Case Study) | Campaign
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 pre-game 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?’
The four spots are named after the questions people actually ask AI, about health, relationships or work. In each, a familiar moment is interrupted by a sponsored answer from a fictional ad-supported chatbot. The effect is jarring. That’s the point.
The ‘A Time and a Place’ campaign, from Mother and director Jeff Low, features real actors in Los Angeles and is set to the recognizable beat of Dr Dre’s What’s the Difference.
The work extends Claude’s ‘Keep Thinking’ brand platform, which positions the language model as the AI built to expand human thinking, not exploit attention.
Credits:
- Client: Anthropic
- Brand: Claude
- Creative Agency: Mother London
- Production: Biscuit Filmworks
- Campaign Source: The Drum
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