Controversy Surrounds Kraft’s Anti-Semitic Ad Campaign

Robert Kraft’s Blue Square Alliance Against Hate ad has faced criticism from columnists after its recent release. The advertisement urges Americans to combat anti-Semitism and hatred as part of its “Sticky Notes” campaign.

The commercial portrays a young Jewish student who faces humiliation at school, as classmates secretly attach derogatory notes to his backpack. In a noteworthy scene, the student places a blue sticky note—symbolizing support—over the hateful ones, while other students don similar blue squares, walking proudly alongside him.

Columnist Riel Leibovitz expressed strong disapproval, describing Kraft’s ad as perhaps one of the most embarrassing attempts in Super Bowl history. He drew comparisons between Kraft’s initiative and the Black Lives Matter movement, suggesting that the ad reflects a problematic trend in organized Jewish responses to hatred.

Leibovitz criticized the content not just for its shock factor but also for what it implies about contemporary organized Judaism. He argued that these ads should be more direct and impactful in their messaging.

The Blue Square Alliance Against Hate previously gained attention for its October 2025 campaign, “When There are No Words,” highlighting significant social issues. Last year’s Super Bowl featured Tom Brady and Snoop Dogg in a message titled “No Reason To Hate,” while a “Silence” ad was also aired during the 2024 Super Bowl.