Anthropic’s Keep Thinking campaign continues with a new 90 second hero film titled There’s Hope in Hard Questions.
Airing extensively during the World Cup, the spot tackles the public’s thoughts, concerns, and questions about AI ethics and its use in our daily lives.
The creative combines a montage of concerned, reflective, and challenging voiceovers with a broad range of still photography to examine the viewer’s perception of AI. From candid snapshots of everyday moments, to powerful reportage style photojournalism, to outright provocative imagery, all curated to elicit questions from the viewer.
STALKR worked closely with agency Mother London through multiple rounds of research to help shape the visual aesthetic and messaging. Our European team sourced much of the imagery used, with extensive licensing negotiations required to clear the large range of unique and striking imagery.
The bold, mature messaging has garnered widespread acclaim, with Little Black Book and Shots running features, along with the spot placing first on AdAge’s top five creative campaigns.
The Atlantic also ran an article examining the commercial and its messaging.
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