Robert Kraft’s Blue Square Alliance launches Super Bowl antisemitism ad
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New England Patriots owner Robert Kraft’s Blue Square Alliance Against Hate, a mission to stand against Jew hatred, has announced a new Super Bowl commercial ahead of this Sunday’s game in Santa Clara, California.
While Kraft focuses on winning another Super Bowl ring for its franchise, it’s also calling on all Americans to stand up against anti-Semitism and all forms of hate through a new ad titled “Sticky Note.”
The ad shows a young student being victimized in the hallways of his school because he is Jewish, and he pins a derogatory, anti-Semitic note on his backpack without his classmates even noticing.
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New England Patriots owner Robert Kraft looks on before the NFL game between the Patriots and Buffalo Bills at Highmark Stadium in Orchard Park, New York, on October 5. (Bryan Bennett/Getty Images)
The photo shows a fellow student quietly covering the hateful sticky note with one of his own notes (a blue square). The student places a similar blue square on his chest and walks proudly next to the Jewish boy.
“For the third year, the Blue Square Alliance Against Hate is proud to appear on sports’ biggest stage and speak directly to more than 120 million Americans with an urgent message: Stand up for each other and stand up against hate wherever you see it,” Kraft said in a statement. said Kraft.
“Blue Square serves as a symbol of unity and solidarity, sisterhood and brotherhood at a time when we need it most.”
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Blue Square’s state-by-state assessment shows that 58% of American adults believe anti-Semitism is not a problem, while only 32% say they would speak out against anti-Semitism. This was a decrease from the 2023 assessment.
A scene from the latest Super Bowl Commercial titled “Sticky Note” from Blue Square Alliance Against Hate. (Blue Square Alliance Against Hate)
“Unless we undertake to stand against hate, hate will not be defeated,” Adam Katz, President of the Blue Square Alliance Against Hate, said in a statement. he said. “As the Blue Square Alliance Against Hate, our mission is simply this: to inspire Americans to stand up to hate in their communities, online and everywhere they see it. With this ad, we’re reaching hundreds of millions of Americans and encouraging them to take on this collective mission.”
“Together we can defeat all forms of hate in America.”
Blue Square has also had previous campaigns that showcased powerful advertising, including the “When There Are No Words” message that made a big impact in October 2025.
At last year’s Super Bowl, Tom Brady and Snoop Dogg were among those featured on “No Need to Hate.” Blue Square also released its “Silence” commercial during the Super Bowl in 2024.
New England Patriots owner Robert Kraft smiles before the NFL 2025 game against the Tennessee Titans at Nissan Stadium on October 19 in Nashville, Tennessee. (Kara Durrette/Getty Images)
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This $15 million ad buy will reach Americans via television, social media, YouTube and billboards over the next few months.
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