"Keep Thinking"

19 September 2025

90s

Shock and Claude.

Most commercials about AI belong in the uh-oh file, but not this one. Directed by Daniel Wolfe, the ad tells us there's never been a worse time to… well, take your pick. Wolfe and DP André Chemetoff's introductory montage of heck shows a world ravaged by problems of all shapes and sizes. We fear the 'Echo Chamber of Intrusive Thoughts' most of all.

The answer is—you guessed it—artificial intelligence, with Claude, the company's troop of large language models, the tip of the spear. In the blink of an eye, the mood changes, and now it's never been a better time to design, analyse, synthesise, troubleshoot... you name it, 'All Caps' by Madvillain makes it sound better.

The result is a lively, cerebral, and tactile look at AI that claims its a tool for problem solvers, not a harbinger of doom. It's not enough to flip all that reasonable cynicism and scepticism on its head (turns out $1.5bn is enough to settle a class action lawsuit), but, as the copy alludes to, it makes you think.

Global

Computer Software