In New Spot from Mother, Claude.AI Is the AI for Problem Solvers

Claude.AI is the AI for problem solvers.

In this new anthem spot from Mother, the narrator says, “There’s never been a better time to have a problem. To be stuck, to be overwhelmed, to be impatient, to be out of ideas, or out of your depth, out of breath.” No need to freak out. According to Anthropic, the key is to “keep creating, keep researching, keep learning, keep coding, keep thinking.”

This is a good commercial. It does its job well. Even so, I have a few questions about the job the commercial is doing.

To find answers to my questions, I queried Claude. I asked about the brand’s optimism, about the strategic direction provided to the agency, and for examples of significant achievements made possible by Claude.

AI assistants tend to be agreeable, and Claude is no different. Knowing this, I didn’t expect the AI assistant to defend the brand, but I’m not sure I was prepared for the degree of humility and perspective revealed in its replies either.

The campaign is essentially making a product-centric argument dressed up as zeitgeist: not that this era has better problems or better problem solvers, but that it has better tools for problem solving. Whether that actually makes it objectively ‘the best time’ is, as you suggest, quite debatable.

Also this:

The campaign’s rhetoric about this being the best time to be a problem solver feels aspirational rather than evidence-based. It’s a bet on the future potential of AI tools, not a claim supported by a track record of world-changing accomplishments made possible specifically by Claude.

Aspirational is a good word. Zeitgeist, too. I like an exchange of meaningful words.

My exchange also revealed that the target audience here is specifically developers, researchers, and business owners – what Anthropic calls “problem solvers.”

That’s broad in scope, but not comprehensive, and there’s no indication of industry-specific uses. This is where the visual story comes in. The spot offers a series of quick glimpses into the problem solvers’ worlds. We see a piano tuner, a farmer, an ambulance driver, a bike shop owner, a chess player, a writer, an electronics tinkerer, plus underwater explorers, doctors, musicians, rocket launchers, dancers, rock climbers, and coders, among others. From this menagerie of characters, it appears that Claude is prepared to help artists and scientists, students and explorers, even athletes.