‘Keep Thinking’: Anthropic debuts Claude’s first brand campaign

The campaign positions Claude as a responsible AI partner for problem solvers across disciplines

by e4m Staff
Published: Sep 20, 2025 8:49 AM | 2 min read

Keep Thinking with Claude

Anthropic has launched its first brand campaign for Claude, the rapidly expanding AI assistant, under the theme “Keep Thinking.” The initiative, created by Mother, is designed to present Claude as a companion for those tackling complex challenges, whether in coding, academic research or creative experimentation.

The campaign signals a new phase for Anthropic, which until now relied largely on organic growth and word of mouth. Central to the rollout is a 90-second film that captures the moment of clarity when difficult puzzles start to feel solvable.

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The campaign will run during live sports on television, streaming platforms like Netflix and Hulu, as well as in print across leading publications including The New York Times and The Wall Street Journal. Out-of-home advertising will spotlight real users, such as Anthropic’s own researchers and the team behind the viral Poetry Camera. Media planning and buying responsibilities have been managed by Initiative.

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By emphasizing “Keep Thinking,” Anthropic positions Claude not as a shortcut but as a thought partner, reflecting its broader goal of building AI responsibly. The assistant is designed to question, refine and collaborate with users, reducing errors while fostering creativity. Features such as “Learning Mode” and “Extended Thinking Mode” further highlight Claude’s ability to provide transparency into its reasoning process, making it a valuable tool for individuals driven to solve meaningful challenges.