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New England Patriots owner Robert Kraft’s Blue Square Alliance Against Hate, whose mission aims to combat Jewish hatred, announced a new Super Bowl ad ahead of this Sunday’s game in Santa Clara, California.
As Kraft focuses on getting his franchise another Super Bowl ring, he’s also calling on all Americans to stand up against anti-Semitism and all forms of hate through a new commercial called “Sticky Note.”
The ad features a young student who is victimized in the hallways of his school for being Jewish, with classmates sticking a degrading and anti-Semitic note on his backpack without him noticing.
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Owner Robert Kraft of the New England Patriots before a game against the Buffalo Bills at Highmark Stadium in Orchard Park, New York, on October 5. (Bryan Bennett/Getty Images)
It goes on to show a friend silently superimposing the hateful reminder with one of his own, a blue square. The student also places a similar blue square on his chest and proudly walks alongside the Jewish boy.
“For the third year in a row, the Blue Square Alliance Against Hate is proud to stand 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.
“The Blue Square is a symbol of unity and solidarity 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 in the face of anti-Semitism. This is a decrease from a 2023 assessment.
A scene from Blue Square Alliance Against Hate from its latest Super Bowl commercial, “Sticky Note.” (Blue Square Alliance Against Hate)
“Hate will not be defeated unless we take it upon ourselves to stand up to it,” Adam Katz, president of the Blue Square Alliance Against Hate, said in a statement. “Our mission at the Blue Square Alliance Against Hate is simply to inspire Americans to stand up to hate in their own communities, online and wherever they see it. With this ad, we are reaching hundreds of millions of Americans and encouraging them to take on this collective mission.
“Together we can defeat hate in America in all its forms.”
Blue Square has previously run campaigns featuring powerful advertising, including its “When There Are No Words” message which had a strong impact in October 2025.
During last year’s Super Bowl, Tom Brady and Snoop Dogg were among the cast of “No Reason To Hate.” Blue Square also aired its “Silence” ad during the Super Bowl in 2024.
New England Patriots owner Robert Kraft smiles before a game against the Tennessee Titans at Nissan Stadium in Nashville, Tennessee on October 19, 2025. (Kara Durrette/Getty Images)
This $15 million ad buy will reach Americans via television, social media, YouTube and billboards over the coming months.
