Jewish leaders have voiced strong criticism against a new advertisement by Robert Kraft’s Blue Square Alliance, designed to address anti-Semitism, arguing it misses the mark in today’s context.
This “Sticky Note” ad, part of a $15 million campaign, is set to air on February 8 during the Super Bowl, when the New England Patriots face the Seattle Seahawks. Previously, Blue Square Alliance focused on combating anti-Semitism, but many Jewish representatives have described this new ad as outdated and potentially harmful.
The ad features a teenage boy in a school hallway who is bullied by two students. As he walks, the students throw insults like “loser” and “shall we tell him?” Upon reaching his locker, the boy discovers a sticky note reading “Dirty Jew” affixed to his backpack. The scene shifts to a black student who covers the note with a blue square, emblematic of Kraft’s initiative.
“Don’t ask me that,” the black student remarks, empathetic to the boy, and places another blue square on himself.
Viewers are then prompted to “show us you care by sharing #BlueSquare.” The ad highlights another boy who is criticized by black students for standing up to the bullies, introducing himself as Bilal.
Elchanan Popko, a rabbi and commentator, expressed concern that Kraft’s commercials are disconnected from reality. He pointed out, “No one puts a sticker saying ‘Dirty Jew’ on Jewish students’ backpacks.” Issues of anti-Semitism in schools are far more subtle, he argues, manifesting in chants like “Liberate Palestine!” and slurs calling Jews “genocide enablers.”
Popko predicted backlash when the ad airs, suggesting it could lead to more criticism from both Jewish communities and minority groups depicted as allies in the commercial.
PJ Grisard, a culture reporter for The Forward, echoed these sentiments, describing the ad as feeling stuck in a past decade. He mentioned that contemporary anti-Semitism among students is often more nuanced, with hurtful language that isn’t overtly visible. In his view, the ad could unintentionally alienate its intended audience.
Stevens, a columnist, also recently commented on the fight against anti-Semitism, describing it as an effort that consumes considerable resources for limited impact. He advocated instead for a stronger investment in cultural and community institutions to foster Jewish identity.
Commentator Shabbos Kestenbaum added that funding aimed at combating anti-Semitism should be redirected toward building a robust Jewish life, particularly to meet the needs of younger generations.
Kraft’s initiatives, including the rebranding of his foundation and previous controversial ads, suggest a continued focus on raising awareness about anti-Semitism, albeit amidst a backdrop of critical feedback.
