Writer sees red over Robert Kraft's Blue Square Alliance Super Bowl ad

Robert Kraft’s Blue Square Alliance Against Hate antisemitism advertisement faced disapproval from a columnist connected Thursday.

The advertisement called connected Americans to basal up against antisemitism and each forms of hatred done the "Sticky Note" campaign. The commercialized featured a young pupil who is victimized successful the halls of his schoolhouse for being Jewish, with classmates sticking a degrading, antisemitic enactment connected his backpack without him noticing.

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New England Patriots proprietor Robert Kraft earlier the 2026 AFC Championship Game astatine Empower Field astatine Mile High connected Jan. 25, 2026. (Ron Chenoy/Imagn Images)

It goes connected to amusement a chap pupil silently overlaying the hateful sticky enactment with 1 of his own, a bluish square. The pupil besides places a akin bluish quadrate connected his thorax and proudly walks alongside the Jewish boy.

Tablet Magazine’s Liel Leibovitz appeared to beryllium seeing much reddish than blue. He wrote that Kraft would "go down successful past arsenic having created the azygous astir embarrassing, idiotic, abominable, counterproductive, nary good, precise atrocious advertisement successful the large game’s history."

Leibovitz went connected to comparison Kraft’s propulsion to rise consciousness astir stopping hatred against Jews to the Black Lives Matter movement. He wrote that the New England Patriots proprietor "thought it was a swell thought to beforehand precisely the aforesaid spineless marque of clicktivism that embodied the worst of the #BLM motivation panic days."

Owner Robert Kraft introduces Mike Vrabel arsenic caput manager of the New England Patriots during a property league astatine Gillette Stadium successful Foxborough, Massachusetts, connected Jan. 13. (Billie Weiss/Getty Images)

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"But the caller advertisement is truthful violative not lone due to the fact that it blows—or because, successful reality, salient American Muslims person spent the past 3 years acting precise un-Bilal-like and drumming up everything from modern-day humor libels to convulsive antisemitic pint-sized pogroms connected assemblage campuses—but besides due to the fact that of what it tells america astir the mindset of truthful overmuch of organized Judaism these days," helium added.

Leibovitz argued that ads similar that request to beryllium tougher and much to the point.

The Blue Square Alliance Against Hate has released ads calling connected Americans to escaped of antisemitism. The radical has had erstwhile campaigns showcasing almighty ads, including its "When There Are No Words" connection that had a dense interaction successful October 2025.

New England Patriots proprietor Robert Kraft smiles earlier the NFL 2025 crippled against the Tennessee Titans astatine Nissan Stadium successful Nashville, Tennessee, connected Oct. 19. (Kara Durrette/Getty Images)

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During past year’s Super Bowl, Tom Brady and Snoop Dogg were among those featured successful "No Reason To Hate." Blue Square besides ran its "Silence" advertisement during the Super Bowl successful 2024.

Fox News’ Scott Thompson contributed to this report.

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