Patriots owner’s antisemitism ad faces criticism

Robert Kraft’s Blue Square Alliance Against Hate anti-Semitism ad came under criticism from a columnist on Thursday.

The ad called on Americans to stand against antisemitism and all forms of hatred through the “Sticky Note” campaign. The ad features a young student who is victimized in the halls of his school for being Jewish and, without his classmates even noticing, puts a derogatory, anti-Semitic note on his backpack.

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The photo shows a fellow student silently covering the hateful sticky note with a blue square from one of his own notes. The student places a similar blue square on his chest and walks proudly next to the Jewish boy.

Tablet Magazine’s Liel Leibovitz seemed to see more red than blue. He wrote that Kraft “will go down in history as having created the single most embarrassing, stupid, disgusting, inefficient, no good, very bad commercial in the history of major gaming.”

Leibovitz compared Kraft’s effort to raise awareness about stopping hatred against Jews to the Black Lives Matter movement. He wrote that the owner of the New England Patriots “thought it was a great idea to promote the same brand of spineless clickism that represents the worst of the #BLM moral panic days.”

Team owner Robert Kraft introduced Mike Vrabel as the head coach of the New England Patriots at a press conference held at Gillette Stadium in Foxborough, Massachusetts, on January 13. (Billie Weiss/Getty Images)

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“But the new ad is so offensive not just because it’s terrible, or in fact because prominent American Muslims have spent the last three years acting very un-Bilal and shouting everything from modern-day blood libels to violent anti-Semitic mini-pogroms on college campuses, but because of what it tells us about the mindset of organized Judaism these days,” he added.

Leibovitz argued that such ads should be harsher and more accurate.

The Blue Square Alliance Against Hate has run ads urging Americans to get rid of anti-Semitism. The group has also had previous campaigns that showcased powerful advertising, including the “When There Are No Words” message in October 2025 that made a big impact.

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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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.

Fox News’ Scott Thompson contributed to this report.

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