AI company Anthropic is making its Super Bowl ad debut with a promise that its chatbot Claude will remain ad-free.
The new campaign, “A Time and a Place,” created by Mother LA and directed by Jeff Low, launches today (Feb. 4) with four spots that pose the question: Does advertising belong everywhere?
Two of the ads will run before and during Super Bowl 60 on Feb. 8. The first, “How Do I Communicate With My Mom?” will air in the 30 minutes before kickoff, while a second commercial, “Can I Get a Six-Pack Quickly?” will run during the first quarter of the game.
Anthropic estimates that the two Super Bowl ads will reach about 120 million viewers. The campaign will also run in some international markets.
In the weeks following the game, the campaign will continue to run across broadcast and online media in the U.S. and in some international markets.
Anthropic’s message is timely, as rival OpenAI recently announced plans to roll out beta ads on ChatGPT with a price tag of at least a $200,000 commitment.
Each ad in the campaign is named after the kinds of questions people often ask Claude about health, relationships, or work. In each one, a familiar moment gets interrupted by a sponsored answer from a fictional ad-supported chatbot, to jarring effect.
“People want an AI they can trust—one that’s focused solely on working for them. We want Claude to be that choice,” Andrew Stirk, head of brand marketing at Anthropic, said in a statement.
Anthropic’s Super Bowl play is a significant marketing move as it invests further in brand marketing. It builds on the company’s recent positioning, beginning with its “Keep Thinking” campaign in September, which highlights Claude as a tool for tackling complex challenges.
The company also recently announced a multi-year partnership with the Atlassian Williams Formula 1 team, marking its first sports sponsorship.
