July 10 2026
The AI company’s beautiful and self-aware spot takes a page from Apple’s marketing playbook while addressing public concerns about the tech.
Hard Questions, the new campaign for Anthropic’s Claude tool, finally takes on the task of earnestly addressing those curious about how AI is used — and those who’ve been displeased with the ambiguity of information available in the years since its introduction.
Part of the company’s Keep Thinking brand platform, the name of which is reminiscent of Apple’s iconic “Think Different” tagline, the 90-second film, created by agency Mother and directed by Myles McAuliffe, is also visually similar in style to the tech company’s long-running campaign, with its use of beautifully striking imagery overlaid with heartfelt dialogue. Its jazzy soundtrack almost feels like an intentional soother for what can often seem a thorny subject.
The campaign, a result of the company asking more than 120,000 people around the world their hopes and fears of using the tech, is inviting more of the public to submit their own hard questions, which they will reportedly track and report actions addressing them.
