Claude AI Channels the Spirit of "Think Different"

In a bold move to redefine AI branding, Anthropic has launched its first major brand campaign, "Keep Thinking," spotlighting its model Claude as the ultimate problem-solving partner. The tone deliberately evokes Apple's iconic "Think Different" campaign, celebrating innovators and creators who challenge the status quo.

Campaign overview

"Keep Thinking" is a multimillion-dollar campaign developed with independent agency Mother, positioning Claude not as a tool but as a trusted partner for people taking on complex problems. The thesis is consistent throughout: AI enhances human thinking rather than replacing it.

Key elements of the campaign

• Cinematic film. The centerpiece is a 90-second film celebrating problem-solvers confronting hard challenges. Paired with a Madvillain soundtrack, it carries the inspirational energy of "Think Different" — human creativity amplified by AI.
• Media strategy. Premium placements across live sports, streaming platforms like Netflix and Hulu and print media including The New York Times and The Wall Street Journal. Creator and influencer partnerships further reinforce the campaign's ethos.
• Out-of-home advertising. Billboards and posters in major cities feature real creators who have used Claude to bring ideas to life — visually reinforcing the AI's role as a collaborator.

Brand philosophy

Andrew Stirk, Anthropic's Head of Brand Marketing, frames it this way:

"Keep Thinking is both a rallying cry and a promise: to the industry, that we must build AI responsibly; to problem solvers everywhere, that what once seemed impossible is now within reach."

The inspirational tone and the focus on human ingenuity clearly channel "Think Different," reminding audiences that the real power of technology is in what it lets people do.

Conclusion

Anthropic's "Keep Thinking" positions Claude as more than an AI model — as a partner for innovation. By tying AI to human creativity and echoing the spirit of Apple's most enduring campaign, Anthropic is setting a new standard for purpose-driven AI branding: empowerment, collaboration and responsible innovation.