Claude’s Super Bowl Debut Takes a Cheeky Stab at Ad-Supported AI

Anthropic is using advertising’s biggest stage to argue that some places shouldn’t have advertising at all.

The AI company makes its Super Bowl debut this weekend with a darkly comic campaign for Claude that pokes fun at the idea of ad-supported chatbots, mere weeks after competitor OpenAI announced plans to introduce advertising to ChatGPT.

Across four films created by Mother and directed by Jeff Low via Biscuit Filmworks, everyday queries about health, family and work are derailed by jarringly irrelevant ads served up by an ad-funded assistant played by a human character. The punchline lands bluntly: “There’s a time and a place for ads. Your conversations with AI should not be one of them.”


A 60-second pregame spot, ‘How do I communicate with my mom?’, airs in the final 30 minutes before kick-off, followed by an in-game film, ‘Can I get a six pack quickly?’. The opening frame of the ‘six pack’ film feels like a cheeky homage to ChatGPT’s widely praised campaign from September last year.


“All the time, we see proof that advertising works brilliantly in the right context,” said Felix Richter, chief creative officer at Mother. “We’re using advertising’s biggest stage to ask a simple question: does it belong everywhere? So we made funny ads about how unfunny it would be.”

Anthropic says more than 80% of its revenue comes from enterprise contracts and paid subscriptions, with no reliance on advertising. It has grown to over $9 billion in annual run-rate revenue in under two years.


“Technology can be a bicycle for the mind – something that extends what humans are capable of,” said Sasha De Marigny, chief communications officer at Anthropic.” Or it can be another surface competing for your attention. We want Claude to be the former. By keeping Claude free of advertising incentives, the only thing it’s optimizing for is helping you do your best thinking.”

Andrew Stirk, head of brand marketing at Anthropic, added, “People want an AI they can trust – one that’s focused solely on working for them. We want Claude to be that choice.”


The campaign extends Claude’s broader ‘Keep Thinking’ platform, which positions the tool as a thinking partner rather than an attention-hungry platform.

While Claude helped behind the scenes – synthesising research and streamlining production – Anthropic and Mother say the concept, direction, scripts, performances and production were led by human teams.

The films will air during the first quarter of NBC’s Super Bowl LX broadcast, before rolling out across broadcast and online channels in the US and internationally.

OpenAI, meanwhile, is reportedly returning to the Super Bowl stage this year with its own ChatGPT commercial, marking a second straight appearance after its 2025 debut with a Super Bowl spot created with Accenture Song.

Keep up with Super Bowl LX here.

See every 2026 Super Bowl ad so far here.