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Robert Kraft’s Blue Square Alliance Against Hate anti-Semitism ad was criticized Thursday by a columnist.
The ad called on Americans to stand up against anti-Semitism and all forms of hatred through the “Sticky Note” campaign. The ad featured a young student who is victimized in the hallways of his school for being Jewish, with classmates sticking an anti-Semitic and degrading note on his backpack without him noticing.
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New England Patriots owner Robert Kraft before the 2026 AFC Championship Game at Empower Field at Mile High on January 25, 2026. (Ron Chenoy/Imagn 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.
Liel Leibovitz of Tablet Magazine seemed to see more red than blue. He wrote that Kraft “will go down in history as having created the most embarrassing, idiotic, abominable, counterproductive, no good, very bad commercial in the history of the great game.”
Leibovitz then compared Kraft’s efforts to raise awareness about the need to end hatred against Jews to the Black Lives Matter movement. He wrote that the New England Patriots owner “thought it was a great idea to promote the exact same brand of soulless clicktivism that embodied the worst of days of #BLM moral panic.”
Owner Robert Kraft introduces Mike Vrabel as head coach of the New England Patriots during a press conference 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 only because it is explosive – or because, in fact, prominent American Muslims have spent the last three years behaving in very anti-Bilal ways and inventing everything from murderous modern-day smears to violent, pint-sized anti-Semitic pogroms on college campuses – but also because of what it tells us about the mindset of much of the public. organized Judaism today,” he added.
Leibovitz argued that ads like this need to be stricter and more relevant.
The Blue Square Alliance Against Hate has released ads calling on Americans to rid themselves of anti-Semitism. The group has previously run campaigns featuring powerful advertising, including its “When There Are No Words” message which had a strong impact in October 2025.
New England Patriots owner Robert Kraft smiles before the 2025 NFL game against the Tennessee Titans at Nissan Stadium in Nashville, Tennessee on October 19. (Kara Durrette/Getty Images)
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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.
