Anthropic, makers of AI Assistant Claude, is going after their competition with a series of ads to designed to give users pause after the Open AI’s announcement that ads would be coming to their product, Chat GPT.

The campaign, Time and a Place, was envisioned by Mother London, extending Claude’s positioning from the Keep Thinking campaign.

The ads launched yesterday, timed for this weekend’s Super Bowl, which will feature two of the spots as detailed by AdWeek.

@sama has responded on X.

First, the good part of the Anthropic ads: they are funny, and I laughed.

But I wonder why Anthropic would go for something so clearly dishonest. Our most important principle for ads says that we won’t do exactly this; we would obviously never run ads in the way Anthropic…

— Sam Altman (@sama) February 4, 2026