CONTEXT Anthropic built Claude on the belief that AI should expand your thinking, not exploit your attention. This belief shapes everything: model training, business structure, and audience. And it was about to become all the more important with the category moving to monetize conversations, meaning millions would soon receive answers shaped by the social media playbook of optimizing engagement and selling attention, and blurring the line between utility and commerce. But while people who know Claude love Claude, we had only 17% awareness versus the market leader's 95%, Most people didn't know we existed, nor that we represented a meaningfully different approach to AI. CHALLENGE The challenge was not just announcing a feature, but making people feel a real choice existed in AI: between tools to keep you thinking and tools to keep you scrolling. A corporate announcement alone wouldn't work; the AI paradox of rapid adoption but low trust meant we needed to break through cynicism and set higher expectations with something people would feel. IDEA We used advertising's biggest stage to provoke the question. Four darkly comedic films, aired pre-game and in-game at Super Bowl LX, showed AI conversations hijacked by advertising at their most vulnerable moments. The Super Bowl was chosen deliberately: it's the one moment advertising commands willing attention, used to argue there are places it has no business being. This was followed by an invitation: the continuing 'Keep Thinking' campaign introduced Claude as the AI for problem solvers, a thinking partner, not an answer machine. The campaign positioned Claude as an AI that makes you and your thinking bigger.