Football fans are gearing up for the Super Bowl this weekend, while many others eagerly await the high-profile commercials that are often talked about as much as the game, and Jewish billionaire and philanthropist Robert Kraft has chosen to use the event to send a strong message against antisemitism.
Kraft’s Blue Square Alliance Against Hate released a preview of its 2026 Super Bowl commercial before the Seattle Seahawks face off against the New England Patriots at Levi’s Stadium, home of the San Francisco 49ers, on Sunday.
The spot shows a Jewish student walking through a school hallway who is jostled by two other students, one of whom surreptitiously sticks a Post-it note on his backpack. When the boy gets to his locker, he notices the note, which says, “Dirty Jew.”
An African-American student who saw what happened comes over and covers it with a blue square sticker, saying, “Do not listen to that. I know how it feels.”
The commercial ends with an alarming statistic: “Two in three Jewish teens have experienced antisemitism,” and encourages viewers to “Share the blue square and show you care.”
Commercial is part of national campaign to raise awareness of antisemitism
The commercial is one part of a $15 million national campaign designed to raise awareness of antisemitism, especially among young people. The campaign has pointed to research showing that while Gen Z is three times more likely to witness antisemitism than older Americans, young people are nearly twice as likely to view it as a minor problem.
“Our mission is to educate and inspire unengaged Americans to stand up to Jewish hate by recognizing that hate of any kind increases hate of all kinds,” Kraft said in a statement posted on the Blue Square Alliance website.
Founded by Kraft in 2019, the Blue Square Alliance launched its signature blue square campaign in 2023, framing it as a simple public symbol of solidarity. The organization aims to raise awareness of the fact that Jews are disproportionately targeted in religiously motivated hate crimes.