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Anthropic | Keep Thinking | 2025

The Paradox of Celebrating 'Problems' / Anthropic "Keep Thinking"

Anthropic ran its first-ever TV ad. The company is growing fast in the business AI world, but barely anyone outside that world knows its name. So the message it chose was: "Keep thinking."

More Meaningful Than Any Self-Help Book / Apple "Think Different"

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Apple | Think Different | 1997

More Meaningful Than Any Self-Help Book / Apple "Think Different"

In 1997, Jobs returned to an Apple that was on the brink of bankruptcy, and what he put out into the world wasn't a new product or a discount—it was just two words. "Here's to the crazy ones"—this 60-second tribute to crazy people became more than an ad; it became a declaration.