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New England Patriots owner Robert Kraft’s Blue Square Alliance Against Hate, a mission aimed at standing up to Jew hatred, announced a new Super Bowl ad ahead of the game this Sunday in Santa Clara, California.
While Kraft is focused on winning another Super Bowl ring for his franchise, he’s also calling on all Americans to stand up against anti-Semitism and all forms of hatred through a new ad titled “Sticky Note.”
The ad shows a young student being victimized in the hallways of his school for being Jewish, with classmates putting a derogatory, anti-Semitic note on his backpack without him noticing.
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New England Patriots owner Robert Kraft looks on prior to the NFL game between the Patriots and the Buffalo Bills at Highmark Stadium in Orchard Park, New York, on October 5. (Bryan Bennett/Getty Images)
It goes on to show a fellow student silently overlaying the hateful sticky note with one of their own – a blue square. The student also places a similar blue square on his chest and proudly joins the Jewish boy.
“For the third year in a row, the Blue Square Alliance Against Hate 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 you see it,” Kraft said in a statement.
“The Blue Square serves as a symbol of unity and solidarity and of sisterhood and brotherhood 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 up in the face of anti-Semitism. This was down from an assessment in 2023.
Scene from the Blue Square Alliance Against Hate from their latest Super Bowl ad titled “Sticky Note”. (Blue Square Alliance Against Hate)
“Hate will not be defeated unless we commit to standing up against it,” Adam Katz, president of the Blue Square Alliance Against Hate, said in a statement. “Our mission at the Blue Square Alliance Against Hate is simply that: to inspire Americans to stand up against hate in their own communities, online and wherever they see it. With this ad, we’re reaching hundreds of millions of Americans and encouraging them to take up this collective mission.
“Together we can defeat hate in America in all its forms.”
Blue Square has had previous campaigns that feature powerful ads, including their “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 featured in “No Reason To Hate”. Blue Square also ran 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 through television, social media, YouTube and billboards over the next few months.
