Robert Kraft's Blue Square Alliance Debuts Super Bowl Ad to Combat Antisemitism

The 30-second spot titled "Sticky Note" aims to mobilize viewers to stand up against hate in schools.

Published on Feb. 8, 2026

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Robert Kraft's Blue Square Alliance Against Hate is returning to the Super Bowl for a third consecutive year with a 30-second commercial titled "Sticky Note." The ad, which will air during Super Bowl LX, features a young Jewish student being targeted with antisemitic harassment in a school hallway. A fellow student intervenes by covering the hateful slur with a blue square sticky note and standing in solidarity. The commercial ends with a statistic that two-thirds of Jewish teens have experienced antisemitism, underscoring the foundation's mission to educate and inspire Americans to stand up to Jewish hate.

Why it matters

The Blue Square Alliance campaign is using the massive Super Bowl audience to raise awareness about the disturbing rise of antisemitism, particularly among young people. By depicting a real-life scenario of student-on-student harassment, the ad aims to mobilize viewers, especially Gen Z and Millennials, to recognize and confront hate in their own communities.

The details

The "Sticky Note" commercial is the centerpiece of a $15 million national campaign by the Blue Square Alliance Against Hate. Directed by Jake Scott, the ad moves away from the celebrity-focused approach of previous years to focus on a grounded, high school setting. In the spot, a Jewish student is walking through a crowded hallway when a classmate surreptitiously sticks a Post-it note on his backpack that reads "DIRTY JEW." A fellow student notices the harassment and covers the hateful slur with a blue square sticky note, then places a second blue square on his own chest to show solidarity.

  • The Blue Square Alliance rebranded from the Foundation to Combat Antisemitism in October 2025.
  • The "Sticky Note" commercial will air during Super Bowl LX on February 9, 2026.

The players

Robert Kraft

The owner of the New England Patriots, who are set to play in Super Bowl LX. Kraft is the founder of the Blue Square Alliance Against Hate, which is using the Super Bowl platform to address the rise of antisemitism.

Blue Square Alliance Against Hate

Formerly known as the Foundation to Combat Antisemitism, the organization rebranded in October 2025 to make the "Blue Square" a more universal, recognizable symbol for Gen Z and Millennials to stand up to hate of all kinds.

Jake Scott

The director of the "Sticky Note" Super Bowl commercial.

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What they’re saying

“Our mission is to educate and inspire unengaged Americans to stand up to Jewish hate by recognizing that hate of any kind increases hate of all kinds.”

— Robert Kraft (Blue Square Alliance website)

What’s next

The Blue Square Alliance is giving out free blue square pins for anyone who requests them to show their support for the campaign.

The takeaway

This Super Bowl ad campaign represents a concerted effort by Robert Kraft and the Blue Square Alliance to leverage the massive platform of the big game to raise awareness about the alarming rise of antisemitism, particularly among young people. By depicting a relatable scenario of student-on-student harassment and encouraging viewers to adopt the blue square as a symbol of unity against all forms of bigotry, the organization hopes to mobilize a new generation of engaged Americans to stand up to hate.