Jewish billionaire and philanthropist Robert Kraft’s Blue Square Alliance Against Hate has released a preview of its 2026 Super Bowl commercial. And like previous Blue Square Alliance initiatives, I am sorry to say it falls flat.
Jewish billionaire Robert Kraft's Blue Square Alliance has unveiled an ad targeting Jew-hatred that will be aired during the Superbowl this upcoming weekend. pic.twitter.com/942rzPf55Y
— Moshe Schwartz (@YWNReporter) February 4, 2026
Now no doubt Robert Kraft is a good, generous dude and is genuine about combating antisemitism. No doubt also that he believes he knows how it can be effectively done.
This is not it.
For a start, the ad feels dated. Like really dated.
If we are honest, most Jew-haters these days are not are not leaving “dirty Jew” stickers these days and more like “Free Palestine” ones. The following sums it up nicely:
As the boy pulls up to his locker to put in his knapsack, we see what his peers were snickering at: a Post-it note tagged to his bag that reads “DIRTY JEW.”
Did a wormhole to the 1950s just open up? Was this an outtake from The Fabelmans or that old Frank Sinatra PSA? This just could not feel more disconnected from how antisemitism now operates in school hallways.
High school students, as countless watchdog groups can tell you, are far more creative and subtle now with their Jew hatred. And those more insidious strains are the ones we should be alerting people to.
Kids these days prefer edgelord remarks about cooking 6 million pizzas in five years and slurs like “Zio” and baby killer. They recycle memes about globalist control, the “Austrian painter” and a mythic Aryan civilization called “Agartha.” At their most dunderheaded, they don’t scrawl “Dirty Jew” — though they sometimes say it — they go to that old standby: the swastika. In 2024, the ADL reported 860 incidents in K-12 schools, and though their metrics for antisemitism are at times controversial, 52% of instances involved a swastika. (If you’re a hater of a certain income, like Ye, you can even have swastikas advertised covertly during the Big Game; Kraft’s crew could have stuck it to him by including one on the sticky.)
Not just this, but the ad seems to treat Jew-hatred as something only White Supremacists engage in. And something overt.
It tells reasonable older people what they already know: Overt, unambiguous antisemitism is bad. It tells kids that adults don’t get what they’re dealing with. It tells people on the cusp, or already fully immersed, in conspiracies of Jewish control that Jews have unlimited resources and a limited understanding of the facts on the ground.
If Kraft is committed to throwing money at a very real problem, he should at least get his money’s worth.
Then there’s the victim narrative – the Jews as the weak kid in need of saving. And our saviour? The cool, strong, Black kid. No less with the Muslim name Bilal. Here’s the problem with that:
But the new ad is so offensive not only because it blows—or because, in reality, prominent American Muslims have spent the past three years acting very un-Bilal-like and drumming up everything from modern-day blood libels to violent antisemitic pint-sized pogroms on college campuses—but also because of what it tells us about the mindset of so much of organized Judaism these days.
A number of social media users have tried their hand at their own versions, all of which are superior to the Robert Kraft ad:
Fixed it. https://t.co/gaAjWSoCpD pic.twitter.com/7vxtJBjANN
— Zoli (@zolihonig) February 6, 2026
THIS SHOULD BE THE SUPER BOWL AD AGAINST ANTISEMITISM
— Mossad Commentary (@MOSSADil) February 5, 2026
While the Super Bowl spot against antisemitism is being debated, A NEW VIDEO against antisemitism just dropped.
And it actually lands. Hitting the core…A bullseye.
What do you think?
Stay connected, follow… pic.twitter.com/Y8m5K4Y6I9
I like mine.
— Josh Weinstein 🇮🇱 (@joshweinstein) February 5, 2026
If I was a better video guy, it would be less rough, but you get the picture. pic.twitter.com/1zA7IT6Z4V
If the goal of the Blue Square Alliance is to “stand up to Jewish hate,” they might want to start by standing up to the reality of 2026. Robert Kraft’s heart is clearly in the right place, but his creative team is stuck in a time capsule. We need a campaign that recognizes the modern face of the world’s oldest hatred.
Having said all of this, the ad has been effective at one thing; it has led some “anti-Zionists-not-antisemites” to again let their masks slip.
Like Cabbage Pube Kid Guy Christensen, who invokes some rather Nazi-eque dehumanization imagery in response to it:
Canadian writer Aaron Maté, who invokes former KKK Grand Wizard David Duke’s notion of “Jewish supremacism”:
and this random social media user who somehow sees this ad as demonizing “anti-Zionists” – even though, as I explained above, it does nothing of the kind:
The ultimate irony is that Robert Kraft spent millions to create a “safe,” sanitized version of antisemitism, only for the reaction to the ad to prove exactly why it failed.
An ad so timid, so anodyne, and so desperate to avoid offending the wrong people somehow still manages to provoke antisemitic reflexes from the usual suspects. Not because it exposes them, but because even the mildest reminder that Jews deserve empathy is enough to trigger their Pavlovian response.
That alone should tell Robert Kraft and his advisers something important: you don’t fight modern antisemitism by play-acting the past or begging for approval. You fight it by naming it clearly, showing how it actually operates, and having the confidence to stop pretending that Jews are only ever acceptable as victims.
