Robert Kraft’s Blue Square Alliance Super Bowl Ad Draws Sharp Criticism
DENVER, Colo. — New England Patriots owner Robert Kraft found himself at the center of controversy following the airing of a Super Bowl commercial promoting the Blue Square Alliance Against Hate, a group dedicated to combating antisemitism. The ad, part of the “Sticky Note” campaign, depicted a young Jewish student targeted by classmates who affixed a hateful antisemitic note to his backpack. Another student then quietly covered the offensive message with a blue square sticky note and wore a matching emblem on his chest, symbolizing solidarity and resistance against hate.
The commercial, intended to raise awareness about the rising tide of antisemitism in the United States, was met with a mix of support and sharp criticism. Tablet Magazine columnist Liel Leibovitz condemned the ad in a widely circulated critique, calling it “the single most embarrassing, idiotic, abominable, counterproductive, no good, very bad ad in the big game’s history.” Leibovitz further compared Kraft’s efforts to the Black Lives Matter movement, suggesting the campaign failed to effectively communicate its message and instead risked alienating viewers.
Kraft’s initiative comes amid increasing concerns about hate crimes targeting Jewish communities nationwide. According to data from the FBI’s Hate Crime Statistics, antisemitic incidents have surged in recent years, prompting calls for broader societal action. The Blue Square Alliance’s campaign aims to encourage individuals to actively oppose all forms of hate, with the blue square symbol serving as a quiet yet powerful gesture of support.
The ad’s timing during the Super Bowl, one of the most-watched television events in the country, was strategic. The NFL and its leadership have increasingly taken public stances on social issues, including campaigns against discrimination and violence. Kraft, who has been vocal about combating antisemitism, used the platform to amplify the message. The Patriots owner also spoke publicly about the campaign at a recent sports leadership gathering focused on addressing hate crimes and promoting inclusivity.
Despite the backlash, supporters argue that the ad’s subtle approach highlights the importance of allyship and the everyday acts of courage needed to challenge prejudice. The concept of covering hateful messages with symbols of support aligns with educational efforts promoted by organizations such as the Anti-Defamation League, which advocates for community resilience and awareness.
Critics like Leibovitz, however, contend that the campaign’s symbolism was too abstract and failed to confront the complexities of antisemitism head-on. The debate underscores the broader challenges faced by public figures and organizations attempting to address sensitive social issues through mass media.
The NFL’s commitment to social responsibility is documented on its official site, where it outlines initiatives to promote diversity and combat discrimination within the league and its fan base. Meanwhile, the Department of Justice continues to monitor and prosecute hate crimes under federal statutes, as detailed on the Civil Rights Division’s Hate Crimes page.
As the conversation around the Blue Square Alliance ad continues, it reflects the ongoing struggle to find effective ways to confront hate in a divided society. Kraft’s campaign, while controversial, has undeniably sparked dialogue about the role of sports figures in social activism and the power of symbols in the fight against bigotry.
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