Anthropic has launched ‘Keep thinking’, a multimillion-dollar brand platform that positions its Claude model as the choice for people who solve hard problems — coders, researchers and decision-makers who want AI to amplify, not replace, their judgment. The push marks Anthropic’s first major foray into paid advertising after years of organic growth, opening with a 90-second film on YouTube.
Developed with independent agency Mother, the launch film reframes a world full of problems as an invitation to think deeper. The campaign presents Claude as a trusted partner for those who thrive on challenges and refuse to settle for “good enough.”
The message reaches beyond Anthropic’s core developer base. Premium placements span live sports, streaming platforms like Netflix and Hulu, and print in major publications such as The New York Times and The Wall Street Journal, alongside influencer partnerships and podcast integrations. Out-of-home activations will run in multiple cities, featuring Anthropic researchers Kamal Ndousse and Grace Han, as well as Poetry Camera creators Kelin Zhang, Ryan Mather and Evan Kahn, who built a viral product using Claude without prior coding experience.
The campaign highlights Claude’s unique design, which emphasizes deliberate reasoning. Features like extended thinking mode allow users to dial up the depth of Claude’s responses, while learning mode uses Socratic-style questioning to build understanding. Together, these capabilities position Claude as a careful collaborator that pauses, considers multiple angles and admits uncertainty when necessary.
Anthropic’s growth underscores the timing of the campaign: the company now serves over 300,000 business customers, a dramatic increase from fewer than 1,000 just two years ago. Businesses, developers and power users are increasingly turning to Claude to help solve their most complex problems, from debugging code to conducting in-depth research and designing new products.
Ultimately, ‘Keep thinking’ is more than a tagline — it is Anthropic’s commitment to building AI that enhances human potential rather than replacing it. The company’s message is clear: the most meaningful breakthroughs will come from humans and AI thinking together.
