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Robert Kraft’s Blue Square Alliance Against Hate’s anti-Semitism ad faced criticism from a columnist on Thursday.
The ad called on Americans to stand against anti-Semitism and all forms of hate through the “Sticky Note” campaign. The commercial featured a young student who is victimized in the hallways of his school for being Jewish, and his classmates stick a degrading and anti-Semitic note on his backpack without him realizing it.
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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/Image Images)
It goes on to show a fellow student silently overlaying the obnoxious sticky note with one of his own, a blue square. The student also places a similar blue square on his chest and walks proudly alongside the Jewish boy.
Tablet Magazine’s Liel Leibovitz seemed to see more red than blue. He wrote that Kraft “would go down in history for creating the most embarrassing, idiotic, abhorrent, counterproductive, no good, very bad ad in the history of the great game.”
Leibovitz compared Kraft’s push to raise awareness about stopping anti-Jewish hatred to the Black Lives Matter movement. He wrote that the owner of the New England Patriots “thought it was a good idea to promote precisely the same kind of spineless clicktivism that embodied the worst of the #BLM moral panic days.”
Owner Robert Kraft introduces Mike Vrabel as head coach of the New England Patriots during a news 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 sounds bad (or because, for that matter, prominent American Muslims have spent the last three years acting very little like Bilal and promoting everything from modern blood libels to violent, pint-sized anti-Semitic pogroms on college campuses), but also because of what it tells us about the mentality of much of organized Judaism these days,” he added.
Leibovitz argued that ads like that need to be tougher and more direct.
The Blue Square Alliance Against Hate has run ads calling on Americans to get rid of anti-Semitism. The group has run previous campaigns with powerful ads, including its “When there are no words” message, which made a big 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 those who appeared on “No Reason To Hate.” Blue Square also ran its “Silence” ad during the 2024 Super Bowl.
