People are working with Claude to tackle increasingly complex problems, from debugging reams of code, to analyzing dense research, to building entirely new products. With Claude, problems that once took weeks now take hours.

The message speaks directly to those who can't walk past a challenge without engaging. The people up at 3am because they can't let go of an idea. The people who don’t stop at good enough. ‘Keep thinking’ reinforces Claude as the model for those who want AI to amplify their thinking, rather than replace it. It’s both a rallying cry and a promise: to the industry, that we must build AI responsibly; to problem solvers everywhere, that what once seemed impossible is now within reach.

Claude is for those who see AI not as a shortcut, but as a thinking partner to take on their most meaningful challenges. This mirrors the way we at Mother engage with AI and continue to explore its possibilities. To assist our natural creativity and curiosity, fuel our collaboration and knowledge sharing not just among creatives but agency-wide, - all without compromising our craft and high standards that come from the irreplaceable human touch.

Rooted in the company’s origins, ‘Keep thinking’ is an expression of Anthropic’s commitment to building AI that amplifies human capability, rather than replacing it. The hardest problems won't be solved by AI alone, but by humans and AI thinking together.

See the video below.

Following this, came the Super Bowl. Prior to the event, Anthropic’s Claude had 17% awareness vs the market leader's 95%. Most people didn't know a different kind of AI existed. We needed a stage where the world couldn't look away. And a message that would force the category to respond.

Our insight was that most people were deeply uncomfortable with the idea of ads in their AI conversations, but had already resigned themselves to it happening. After years of social media's broken promises, cynicism had set in. People assumed AI would follow the same playbook, and that there was nothing they could do about it.

We therefore used the world's biggest ad stage to argue against advertising in AI, and make a category-leading “no ads” commitment. Four darkly comedic films — aired pre-game and in-game during Super Bowl LX — depicted AI conversations hijacked by product placements. Visceral, funny, and impossible to ignore.

The results were, well, Super!

2,100+ earned media stories, 8.3 billion total reach, 94% positive/neutral sentiment, 56% SOV of all Super Bowl AI advertiser coverage, 7x search surge for Claude, Claude moved from #41 to #7 in the App store rankings and Winner of the 2026 Super Clio. Finally, it was awarded a Film Grand Prix at Cannes 2026.