New Super Bowl Ad Aims to Combat Anti-Semitism

The Blue Square Alliance Against Hate, led by New England Patriots owner Robert Kraft, has unveiled a new advertisement timed for the upcoming Super Bowl in Santa Clara, California. While Kraft is certainly focused on securing another championship for his team, he is also urging Americans to take a stand against anti-Semitism and all forms of hatred with the campaign titled “Sticky Notes.”

This ad tells the story of a young Jewish student who faces bullying at school. His classmates sneakily attach derogatory notes to his backpack, highlighting the cruelty he endures. The narrative takes a positive turn when the student affixes his own blue sticky note over the hateful remarks, symbolizing resistance. Other students join him, proudly displaying blue squares on their chests as a form of solidarity.

“For the third consecutive year, the Blue Square Alliance Against Hate is honored to use sport’s biggest platform to communicate an important message to over 120 million people: stand up for one another and actively oppose hate,” Kraft expressed. He emphasized that the blue square represents unity, sisterhood, and brotherhood, crucial in today’s climate.

Interestingly, research by Blue Square indicates that while 58% of American adults think anti-Semitism isn’t a significant issue, only 32% claim they would intervene when witnessing it—an alarming decrease since last year’s findings.

Adam Katz, president of the Alliance, added, “Hate will not disappear unless we confront it. Our mission is clear: to motivate Americans to resist hate wherever it appears.” He urged the audience to unite collectively against prejudice in any form.

Previously, the organization has run impactful campaigns like “When There are No Words” in October 2025 and ads featuring Tom Brady and Snoop Dogg during past Super Bowls. In fact, the ad this year represents a $15 million effort projected to reach audiences through television, social media, YouTube, and billboards in the coming months.