Why Robert Kraft Is Spending Millions to Interrupt the Super Bowl | WATCH
Patriots owner Robert Kraft is taking over Super Bowl LX with a viral 30-second ad that exposes a heartbreaking reality for Jewish teens.
Robert Kraft, owner of the New England Patriots and Jewish philanthropist, will air a new advertisement combating antisemitism during Super Bowl LX on Sunday as his team faces the Seattle Seahawks at Levi's Stadium in Santa Clara, California.
The 30-second spot from Kraft's Blue Square Alliance Against Hate, titled "Sticky Note," depicts a Jewish high school student walking through a hallway unaware that bullies have placed a hateful note reading "dirty Jew" on his backpack. As other students whisper and laugh, a classmate approaches, covers the slur with a blue square sticker, the symbol of the Blue Square Alliance, and tells him, "Do not listen to that." The two then walk together as the ad ends with a call to "Stand up to hate" and share the blue square emoji.
The commercial highlights that two in three Jewish teens have experienced antisemitism and emphasizes that hate is learned and can be unlearned through acts of solidarity. "You're not born with hate, it's learned," Kraft said in promoting the ad.
The full ad was directed by Jake Scott and produced by VML.
Kraft founded the organization in 2019 as the Foundation to Combat Antisemitism in response to surging hate crimes, particularly after the Pittsburgh synagogue shooting. It rebranded to Blue Square Alliance Against Hate in October 2025 to broaden its focus on all forms of hate while prioritizing antisemitism. The blue square symbolizes that Jews, despite being only 2.4% of the U.S. population, face 68% of religious hate crimes.
This marks the third consecutive Super Bowl ad from the group. In 2024, the ad featured Clarence B. Jones, Dr. Martin Luther King Jr.'s speechwriter, urging people to "stand up to Jewish hate." The 2025 spot starred Snoop Dogg and Tom Brady exchanging vague insults to spark conversations about hate, though it drew criticism for not explicitly naming antisemitism.
The 2026 ad is part of a $15 million campaign targeting Gen Z, who are reportedly three times more likely to witness antisemitism. Kraft announced the ad on CNBC's Squawk Box on February 3, 2026, emphasizing the Super Bowl's massive audience of over 120 million viewers as a platform to address hate amid national divisions.
The campaign comes as FBI reports show antisemitic incidents spiked over 60% in 2025, fueled by events including the Israel-Hamas war and protests on U.S. college campuses. Kraft, a prominent donor to Jewish causes, has invested over $100 million in anti-hate efforts.