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New England Patriots owner Robert Kraft’s Blue Square Alliance Against Hate, a mission aimed at fighting Jewish hate, announced a new Super Bowl ad ahead of this Sunday’s game in Santa Clara, California.
As Kraft focuses on winning another Super Bowl ring for his franchise, he is also calling on all Americans to stand up to anti-Semitism and all forms of hate through a new ad titled “Sticky Note.”
The ad shows a young student who is victimized in the hallways of his school for being Jewish, and his classmates stick an anti-Semitic and degrading note on his backpack without him realizing it.
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New England Patriots owner Robert Kraft watches before the NFL game between the Patriots and the Buffalo Bills at Highmark Stadium in Orchard Park, New York, on Oct. 5. (Bryan Bennett/Getty 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.
“For the third year in a row, the Blue Square Against Hate Alliance is proud to appear on sports’ biggest stage and speak directly to more than 120 million Americans with an urgent message: stand up for each other and stand up to hate wherever we see it,” Kraft said in a statement.
“Blue Square serves as a symbol of unity and solidarity and brotherhood and sisterhood at a time when we need it most.”
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Blue Square’s state-by-state assessment shows that 58% of American adults believe anti-Semitism is not a problem, while only 32% said they would speak out against anti-Semitism. This was a decrease from a 2023 assessment.
Blue Square Alliance Against Hate’s scene from their latest Super Bowl ad, titled “Sticky Note.” (Plaza Azul Alliance Against Hate)
“Hate will not be defeated unless we address it,” Adam Katz, president of the Blue Square Alliance Against Hate, said in a statement. “Our mission at Blue Square Alliance Against Hate is simply that: to inspire Americans to confront hate in their own communities, online and wherever they see it. With this announcement, we reach hundreds of millions of Americans and encourage them to take on this collective mission.
“Together we can defeat hate in America in all its forms.”
Blue Square has had previous campaigns featuring powerful ads, including its “When There Are No Words” message that made a big impact in October 2025.
During last year’s Super Bowl, Tom Brady and Snoop Dogg were among those who appeared on “No Reason To Hate.” Blue Square also had its “Silence” ad during the 2024 Super Bowl.
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)
This $15 million ad buy will reach Americans across television, social media, YouTube and billboards over the coming months.
