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Robert Kraft’s Blue Square Alliance Against Hate antisemitism ad drew criticism from a columnist on Thursday.
The ad called on Americans to stand up against anti-Semitism and all forms of hatred through the “Sticky Note” campaign. The ad featured a young student who is ostracized in the hallways of his school for being Jewish, with classmates pasting a derogatory, anti-Semitic note to 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/Imagn Images)
It goes on to show a fellow student silently overlaying the hateful sticker with one of his own, a blue square. The student also places a similar blue square on his chest and proudly joins the Jewish boy.
Tablet Magazine’s Liel Leibovitz seemed to see more red than blue. He wrote that Kraft would “go down in history as having created the most embarrassing, idiotic, despicable, counterproductive, no good, very bad commercial in the history of the great game.”
Leibovitz went on to compare Kraft’s efforts to raise awareness to end hatred of Jews to the Black Lives Matter movement. He wrote that the New England Patriots owner “thought it was a good idea to promote the exact same spineless brand of 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 press conference at Gillette Stadium in Foxborough, Mass., on Jan. 13. (Billie Weiss/Getty Images)
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“But the new ad is so offensive not just because it blows — or because prominent American Muslims have, in fact, spent the last three years behaving very un-Bilal-like, drumming up everything from today’s blood libels to violent anti-Semitic pogroms on college campuses — but also because of what it tells us about the mindset of Judaism these days,” he added.
Leibovitz argued that such ads need to be tougher and more specific.
The Blue Square Alliance Against Hate has released ads urging Americans to get rid of anti-Semitism. The group has had previous campaigns featuring powerful ads, including its “When There Are No Words” message that 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 featured in “No Reason To Hate”. Blue Square also ran its “Silence” ad during the 2024 Super Bowl.
