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<\/a><\/p>\nA teenager finds a Post-It note with the words “Dirty Jew” on his backpack in the 2026 Super Bowl ad from Robert Kraft’s Blue Square Alliance. (Screenshot)<\/p>\n<\/div>\n
Several things have changed since the first ad in 2024: This year, Kraft\u2019s New England Patriots are competing, too.<\/p>\n
His foundation has changed its name, from the Foundation to Combat Antisemitism to the Blue Square Alliance.<\/p>\n
And in the most recent development, a sharp backlash has emerged against the brand of advocacy that Kraft has undertaken, with voices on the right lately decrying efforts to combat antisemitism as ineffective and misguided.<\/p>\n
\u201cWhat we call the fight against antisemitism, which consumes tens of millions of dollars every year in Jewish philanthropy and has become an organizing principle across Jewish organizations, is a well-meaning, but mostly wasted effort,\u201d the center-right commentator Bret Stephens said in a major \u201cState of World Jewry\u201d address on Sunday in New York.<\/p>\n
It is into this context that the ad \u201cSticky Note\u201d \u2014 a $15 million spend \u2014 is landing. In the ad, a teenager walks through the halls of his high school as his classmates snicker and whisper. Arriving at his locker, he sees that someone has stuck a note to his backpack. \u201cDIRTY JEW,\u201d it reads.<\/p>\n
The boy startles and freezes. Just then, a hand places a blue square over the offending note. A much taller boy, Black with an afro, has stepped in, and he has a message: \u201cDo not listen to them.\u201d<\/p>\n
The Jewish boy expresses his gratitude, and the classmate continues: \u201cI know how it feels.\u201d He puts a blue sticky note on his own shirt. Then, as the Jewish boy balls his fists and considers taking on the bullies, the classmate urges him to turn around and head the other direction, saying, \u201cThey\u2019re not worth it, bro.\u201d The pair walk away arm in arm, introducing themselves. The Jew is David, and his new friend is Bilal.<\/p>\n
Words on the screen convey a startling statistic, followed by a call to action: \u201c2 in 3 Jewish teens have experienced antisemitism. Share the #\ud83d\udfe6 and show you care.\u201d<\/p>\n