Anthropic released a brand advertisement titled "There's hope in hard questions" that drew widespread criticism online in mid-July 2026. The spot opens with footage of a burning house and moves through still images including crowds under facial recognition surveillance, a homeless person on the street, rows of gravestones that appear to include Arlington National Cemetery, and laborers in a mine, over a voice-over of people asking questions such as "Can AI be trusted?" and "Who's gonna hit the brakes if we need to?" OpenAI CEO Sam Altman mocked the ad on X on Monday, July 13, writing that he thought it was satire; other commenters, many in the tech industry, singled out the cemetery imagery as sinister. The campaign follows Anthropic's Super Bowl LX ads in February 2026, which mocked OpenAI's introduction of ads in ChatGPT and helped push Claude into the top 10 apps.