Super Bowl ad to raise awareness of surge in global antisemitism and how to combat it

The Foundation to Combat Antisemitism will run a 30-second advertisement during the Super Bowl this upcoming Sunday to raise awareness about the recent spike in global antisemitism. The ad is expected to reach an audience of 115 million people and is part of an ongoing ‘Stand Up to Jewish Hate’ campaign launched last year by New England Patriots owner Robert Kraft.

Kraft, who has become a powerful voice against antisemitism, was raised in Brookline, Massachusetts, in an observant Orthodox Jewish family.

"The rise of antisemitism, to me, is the real breakdown of what this society stands on,” Kraft said. "In my lifetime, I have never seen the way things are right now with this hatred against Jews.”

"I love this country, and we're at a danger point, I'm sorry to say," Kraft said. "I've never seen the hatred and bigotry that's going on. This is the United States of America. And it's something that really bothers me. So hopefully we're going to do something about it."

“For the first time, FCAS will air an emotive ad during the Super Bowl, football’s ultimate championship game which brings people of all backgrounds together, to showcase examples of how people can #StandUptoJewishHate and inspire more people to join the fight against all hate,” he added.

The campaign has become even more urgent since the horrific Oct. 7 attack by Hamas terrorists on Israeli civilians and the ongoing war in Gaza.  

The Foundation to Combat Antisemitism (FCAS) established the blue square emoji in 2019 – available on smartphones and as a wearable lapel pin – as a symbol of solidarity and support for the Jewish community.

The blue square represents that Jews make up 2.4% of the American population, yet are the victims of 55% of religious-based hate crimes.

According to the foundation, many outside the Jewish community still don’t understand the scale of Jewish hate across the United States. A recent Harvard Harris poll revealed that 35% of Americans aged 18-34 do not believe antisemitism is a growing problem in the United States.

However, global Google searches for the phrase “Kill Jews” have spiked by 1,800% and searches for “Hitler was right” jumped 122%. The organization tracked 183 million posts related to antisemitism and Jewish culture last year, a 330% increase.

Sunday's Super Bowl ad will feature Dr. Clarence B. Jones, who helped Dr. Martin Luther King Jr. write his iconic “I Have a Dream” speech in 1963.

In the ad, Jones will implore Americans of all backgrounds to speak up about hate.

“I know I can speak for Dr. Martin Luther King Jr. when I say without a doubt that the Civil Rights movement (including the passage of the Civil Rights and Voting Acts) would not have occurred without the unwavering and largely unsung efforts of the Jewish people,” Jones said in a statement.

“With hate on the rise, it is as important as ever that all of us stand together and speak out,” he went on. “Silence is not an option. I’m glad that I have lived long enough to partner with Robert Kraft and FCAS to continue to spread the message to the widest possible audience – the Super Bowl.”

For more information, including how to receive a blue square pin, visit www.StandUpToJewishHate.org.