A Time And A Place

Claude · 2026

Tech & Innovation

5 awards: ANDY Awards · Clio Awards · Cannes · The One Show · +1 more

A Time And A Place

AI Overview

Four darkly comedic Super Bowl films imagined ads infiltrating AI therapy sessions, business calls, and learning moments to dramatise the structural dangers of ad-funded AI. By spending advertising's biggest stage arguing some places shouldn't have ads, Anthropic made its no-ad commitment visible and accountable, driving Claude's app downloads up 305% and share of voice to 28%.

Strategic insight

People accept ads in 'free' services but hadn't yet imagined AI's intimacy being monetised. Showing the betrayal of that boundary—not declaring values—reframed Claude's business model from constraint into competitive advantage in an industry built on attention capture.

Earned Reach

A five-day pre-release of all four films before Super Bowl LX, paired with exclusive interviews and a company blog post, generated 2,100+ earned stories and 8.3 billion impressions. Claude's share of voice doubled from 14% to 28%, and app downloads climbed 305% before paid media launched.

Craft Notes

Dialogue was built from actual competitor LLM responses. Casting contrasted manufactured AI perfection with authentic human imperfection. Direction took a journalistic approach. The edit mirrored unnatural AI conversation pacing. Dr. Dre's 'What's The Difference' served as the punchline cutting through Super Bowl noise.

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