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Anthropic made its Super Bowl debut with a stance that’s unusual for the biggest advertising night of the year: its AI assistant, Claude, will remain ad-free. Titled “A Time and Place,” the campaign has four spots that question whether ads belong everywhere.
The spots dramatize why people turn to Claude—questions about health, relationships, or work—then interrupt those private moments with a jarring contrast: a human actor, playing an AI chatbot, with a sponsored response. The clash highlights the absurdity of ads everywhere and reinforces Anthropic’s promise that Claude will stay ad-free.
Two of the ads aired around Super Bowl 60, including “How Do I Communicate With My Mom?” just before kickoff and “Can I Get a Six-Pack Quickly?” during the first quarter.
ADWEEK asked industry creatives to weigh in on the ad and share what works and what doesn’t. Here’s what they said.
Mike True, CEO, Prescient AI
“From our perspective, calling ads in AI ‘intrusive or robotic’ is really a critique of bad execution. As AI becomes a discovery layer, marketers who show up with relevant, helpful context at the moment of intent will outperform traditional formats. It’s still early, and that’s what makes this moment exciting.”
Sylvain Tron, managing director, CYLNDR Studios
“Anthropic’s ad was funny, but it felt like an even bigger miss to use the Super Bowl primarily to poke at competitors. It didn’t really land a differentiated message about what they’re building or why it matters and its main purpose seemed to be signaling that they don’t run ads, which is a stance that risks aging poorly, especially when you’ve already bought the biggest ad slot in the world.”
Pat Laughlin, chief creative officer, Laughlin Constable
“Anthropic’s ad is fun. Simple. Got the point across. Anytime you can get a rival CEO to talk about your Super Bowl spot you’ve done something right”
Watch Anthropic’s Super Bowl ad, “A Time and a Place,” below.
Trishla is an Adweek staff reporter covering AI and tech.
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