{"id":49087,"date":"2026-02-10T09:14:26","date_gmt":"2026-02-10T14:14:26","guid":{"rendered":"https:\/\/www.beliefnet.com\/columnists\/idolchatter\/?p=49087"},"modified":"2026-02-10T09:14:26","modified_gmt":"2026-02-10T14:14:26","slug":"did-robert-krafts-antisemitism-super-bowl-ad-miss-the-mark","status":"publish","type":"post","link":"https:\/\/www.beliefnet.com\/columnists\/idolchatter\/2026\/02\/did-robert-krafts-antisemitism-super-bowl-ad-miss-the-mark.html","title":{"rendered":"Did Robert Kraft’s Antisemitism Super Bowl Ad Miss the Mark?"},"content":{"rendered":"
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Blue Square Alliance Against Hate \/ YouTube | Inset: New England Patriots \/ commons.wikimedia.org<\/figcaption><\/figure>\n

The Super Bowl has come and gone and with it, Super Bowl ads. One ad that had already garnered attention before its debut was paid for by Jewish billionaire and New England Patriots owner Robert Kraft. The ad, entitled \u201cSticky Note,\u201d sponsored by Kraft\u2019s Blue Square Alliance Against Hate, was meant to denounce growing antisemitism in America. It featured a Jewish teenager whose classmates place a sticky note on his backpack with an antisemitic note that says, \u201cDIRTY JEW.\u201d When the student finally notices the note, he freezes. A fellow student comes up to him and covers it with a blue square, while placing a blue square on his own chest as he walks with the Jewish student in solidarity. The fellow student, who is black, sympathizes with the Jewish student, and discourages him from retaliating in violence. The ad finishes with the statistic, \u201c2 in 3 Jewish teens have experienced antisemitism. Share the #blue square and show you care.\u201d<\/p>\n

Adam Katz, president of the Blue Square Alliance against Hate, said in a statement that the group\u2019s purpose is to \u201cinspire Americans to stand up to hate in their own communities, online and wherever they see it. With this ad,\u201d he added, \u201cwe\u2019re reaching hundreds of millions of Americans and encouraging them to take up this collective mission.\u201d The ad cost $15 million.<\/p>\n

While the intention of the ad was noble, many, including Jewish advocates, felt the ad missed the mark and portrayed Jewish people as weak. \u201cI get why they did it like this \u2014 you want to make your point in 30 seconds,\u201d wrote PJ Grisar for the Jewish outlet, Forward<\/em><\/a>. <\/em>\u201cBut if you follow instances of antisemitism in schools or online \u2014 and it\u2019s kind of an occupational hazard for me \u2014 you know this is not how today\u2019s animus is typically expressed. And that can have a kind of unfortunate ripple effect.\u201d He called the ad \u201cout of touch.\u201d \u201cAnd with that, there\u2019s a risk that antisemitism will seem like a manufactured problem.\u201d \u201cThe Super Bowl antisemitism ad by Robert Kraft, whom I love, portrays Jews as pre-Holocaust wimps, not able to fight back, who cower in fear. We need an ad that shows Jews as lions,\u201d wrote Rabbi Shmuley on X<\/a>.<\/p>\n

Others, however, noted that while the ad was imperfect, it did at least acknowledge the growing problem of antisemitism. A report by the FBI<\/a> showed that anti-Jewish hate crimes had increased by 63% since 2023, with Jews making up 68% of all religion-based hate crimes. Antisemitism had increased the most amongst young people. \u201c[The ad] isn\u2019t perfect, but at least it\u2019s clear about the issue it\u2019s addressing (unlike previous years\u2019 attempts),\u201d wrote Jewish mother Rachel Steinhardt. \u201cJewish kids deal with antisemitism often in public schools. This ad represents that (even if unrealistically). People should know.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

The Super Bowl has come and gone and with it, Super Bowl ads. One ad that had already garnered attention before its debut was paid for by Jewish billionaire and New England Patriots owner Robert Kraft. The ad, entitled \u201cSticky Note,\u201d sponsored by Kraft\u2019s Blue Square Alliance Against Hate, was meant to denounce growing antisemitism…<\/p>\n","protected":false},"author":516,"featured_media":49090,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"fbia_status":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-49087","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-television"],"yoast_head":"\nDid Robert Kraft's Antisemitism Super Bowl Ad Miss the Mark?<\/title>\n<meta name=\"description\" content=\"Robert Kraft\u2019s Super Bowl ad condemning antisemitism sparks debate, praised for raising awareness but criticized by some as out of touch.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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