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Robert Kraft’s new Super Bowl ad about antisemitism already feels dated
Not content with his team’s victories on the football field, New England Patriots owner Robert Kraft has in recent years taken it upon himself to lease the most expensive airtime on American television.
The Pats may be out of the Super Bowl, but ads from Kraft’s Blue Square Alliance Against Antisemitism (formerly the Foundation to Combat Anti-Semitism) are very much in, and have been for a few years. The campaign has given us two previous Super Bowl spots: one in which Martin Luther King Jr.’s speechwriter Clarence B. Jones urged us to speak out against silence and, last year, as a nice counterpoint, one where Snoop Dogg and Tom Brady yelled at each other. These commercials, unlike ones that the Alliance aired outside of major sporting events, each had their weaknesses in messaging.
The first ad, which primarily spotlighted other hatreds, was perhaps too generic for an organization committed to fighting antisemitism, and its slogan, “stand up to Jewish hate,” left some viewers mystified. The second conveyed essentially nothing, reading as a sort of wan, FCC-vetted homage to a sequence in Do the Right Thing.
Enter the newest campaign, set in an American high school. A boy walks down the hall as classmates — one in a “how do you do fellow kids”-style backwards cap — knock into him. Others make indistinct comments as he walks by. 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 be 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 or they tell you to go to the gas chambers. They recycle memes about globalist control and an Aryan society 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.)
I get why they did it like this — you want to make your point in 30 seconds. But if you follow instances of antisemitism in schools or online — and it’s kind of an occupational hazard for me — you know this is not how today’s animus is typically expressed. And that can have a kind of unfortunate ripple effect.
If this was meant for the kids, they will laugh at how alien and out-of-touch it seems. And with that, there’s a risk that antisemitism will seem like a manufactured problem.
What happens next in the commercial holds true to what we teach kids about being an “upstander,” rather than a bystander. Another student covers the offensive sticky note with a blue one, and then, like the legendary King of Denmark with his yellow star — or Van Jones with Kraft’s trademark blue square lapel pin — sticks a blue sticky on his own chest.
However noble the intentions of the ad may be, in a world of Groypers, this is bait. I can already anticipate the memes. I also find it doubtful that blue square pins, available on the campaign’s website and the icon behind Kraft’s organization’s rebrand, will become 2026’s hot Gen Z accessory, the new Labubus.
That the message misses the mark is disappointing because Kraft’s organization previously had some quite powerful non-Super Bowl ads, some of which have won awards. The strongest showed a boy and his father in a truck, with the dad confronting his son about a social media post where he said “Hitler was right.”
The dialogue is on-the-nose, but gets at a real phenomenon: Teens, even if raised right, can still be radicalized by the internet and emboldened by its anonymity. (As in the case of the alleged Jackson synagogue arsonist, we know that radicalization can happen fast.) “You got something you want to say, get out of the truck and say it to their faces” the dad tells his son, and the camera pulls focus to what’s outside their windshield: Jews leaving synagogue. And then, text, a solid statistic of a real phrase circulating on the internet: “‘Hitler was right’ was posted over 70,000 times last year.”
That ad still hits me in the gut, and serves as a bridge for two audiences: parents and their kids.
The Post-It ad doesn’t do that.
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.
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Vanderbilt launches inquiry into instructor after math question about Israeli occupation draws criticism
(JTA) — Vanderbilt University has launched an inquiry into a mathematics lecturer whose classroom exercise about Palestinian territory drew criticism from the activist group StopAntisemitism.
Tekin Karadağ, a senior lecturer at the university’s department of mathematics, drew the ire of the antisemitism watchdog after it obtained a slide from one of his lectures that used a pro-Palestinian protest slogan and suggested that Israel was shrinking the Palestinian territory.
“Assume Palestine as a state with a rectangular land shape. There is the Mediterranean Sea on the west and the Jordan River on the east,” read the slide. “From the river to the sea, Palestine (…) was approximately 100 km. in 1946. The land decreases by 250 sq. km per year, due to the occupation by Israel. How fast is the width of the land decreasing now?”
Karadǎg, a Turkish national who received his PhD from Texas A&M University in 2021, included the question under “examples related to the popular issues” in a survey of calculus class, according to StopAntisemitism, which wrote in a post on X that Karadǎg was “bringing his anti-Israel, antisemitic bias into his classroom.”
In a statement shared with the Jewish Telegraphic Agency, Vanderbilt said that the content had been removed and that an inquiry had been launched into Karadağ.
“The university has received reports alleging a member of the faculty engaged in unprofessional conduct related to content shared during course instruction,” the school said. “The content in question has been removed, and a formal inquiry has been initiated consistent with relevant university policy.”
In recent years, rhetoric about the Israeli-Palestinian conflict on college campuses has grown increasingly fraught, with professors’ commentary on the region sparking heavy scrutiny and, at times, disciplinary measures when their universities have determined that they exceeded the bounds of academic freedom. A recent report by Columbia University’s antisemitism task force found that students frequently experienced pro-Palestinian advocacy in classes entirely unrelated to the Middle East — such as dance or math classes.
The inquiry was not the first time that Vanderbilt took swift action against the expression of pro-Palestinian sentiments on its campus.
In March 2024, the university, which has roughly 1,100 Jewish undergraduate students, was among the first universities to expel students who participated in pro-Palestinian demonstrations. This year, the school’s antisemitism “grade” from the Anti-Defamation League was bumped up from a “C” to an “A.”
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Hugh Laurie rejects ‘Zionist’ label after his tribute to Israeli ‘Tehran’ producer sparks social media firestorm
(JTA) — British actor Hugh Laurie pushed back against being labeled as a “Zionist” after facing a wave of online criticism for posting a tribute to the Israeli producer of the hit television show “Tehran.”
“Dana Eden, who co-created and produced ‘Tehran’, died on Sunday, seemingly by her own hand,” Laurie, who played a nuclear inspector in the show’s third season, tweeted last week. “It’s a terrible thing. She was brilliant, and funny, and an exceptional leader. Love and condolences to all who knew her.”
The seemingly innocuous post eulogizing Eden, 52, who was found dead while filming the latest season of the hit Apple TV+ series in Athens last week, quickly drew a volley of backlash on social media.
“She was part of the occupation force’s propaganda arm,” wrote one user in response to Laurie’s post. “What a shame, didn’t expect you to be a closet Zionist.” Another wrote that Eden “creates propaganda for Israel so that they can kill kids more effectively. People should have no sympathy for her.”
The award-winning series, which follows a young Israeli Mossad agent in Iran, was produced by the Israeli public broadcaster Kan and purchased by Apple TV+ in 2020 for roughly $20 million. Eden’s death, for which no cause has been announced, occurred during production of the show’s fourth season, which had already stalled following Oct. 7.
Laurie is not the first actor to spurn the “Zionist” label, as entertainers in recent years have increasingly faced pressure to declare their views on Israel. In December, Jewish actress Odessa A’zion pushed back on claims she was a Zionist after an image of her wearing an IDF shirt as a teenager circulated online.
On Friday, Laurie, who previously starred in the Emmy Award-winning medical drama “House,” shot back at the criticism.
“Nothing I have ever said or done could lead a sane person to believe that I am a Zionist,” wrote Laurie in a post on X. “However. If someone exults in the death of a friend of mine, yes I will block them. If you wouldn’t do the same in my position, you can f—ck off too.”
Laurie’s subsequent post also drew outcry, but this time from pro-Israel influencers who lamented the actor’s disavowal of the Zionist label, calling him “weak” and a “pathetic weasel” in the replies.
Freelance journalist Angela Epstein replied to Laurie’s post, writing, “Not Hugh Laurie as well. I thought he was one of the decent ones….”
“God almighty, why does no one understand English any more?” wrote Laurie in response to Epstein’s critique. “I have not spoken or written a word that would indicate pro or anti Zionism. That’s what those words mean. Blimey.”
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German anti-Zionist group’s plan to protest at Buchenwald memorial over kaffiyeh ban sparks outrage
(JTA) — An anti-Zionist group in Germany has drawn condemnation after it announced plans for a protest against the Buchenwald concentration camp memorial in response to a ban on pro-Palestinian symbols at the site.
The group Kufiyas in Buchenwald claims that the memorial has become a place of “historical revisionism and genocide denial.” It announced a demonstration for April 11, the anniversary of the liberation of the Nazi concentration camp.
“Instead of honoring the persecuted and resolutely opposing every genocide, the memorial spreads Israeli propaganda and provides the ideological ammunition for the ongoing genocide in Palestine,” the group says on its website.
Buchenwald, one of the first concentration camps built by the Nazis and one of the largest in the country, was the site of the murder of roughly 56,000 male prisoners, including 11,000 Jews, from 1937 to 1945.
Last year, a German court ruled that the concentration camp had a right to refuse entry to visitors who wear a keffiyeh, a traditional Palestinian headscarf that has been adopted by pro-Palestinian protesters. The ruling stemmed from a lawsuit by a woman who attempted to wear the scarf to an event commemorating the concentration camp’s liberation.
The woman, who was only identified by her first name, Anna, posted a testimony about her actions on the Kufiyas in Buchenwald Instagram page in which she said she was inspired by the resistance of Buchenwald prisoners.
“Our fundamental principle is this: criticism of the Israeli government’s policies, settlement policy, or actions in the Gaza Strip is legitimate,” said the Buchenwald Foundation’s director Jens-Christian Wagner in a statement outlining the memorial’s protocols. “However, it becomes antisemitic when used to relativize the Holocaust and discredit its victims as perpetrators. We will not tolerate this at the Buchenwald Memorial.”
The campaign against the memorial has been signed onto by a host of pro-Palestinian groups, including the International Jewish Anti-Zionist Network and the German group Jewish Voice for a Just Peace in the Middle East, which has defended the protest on X as evidence of what “commemorating past German crimes has to do with rejecting current ones.”
In a post on Instagram announcing the protest earlier this month, the Kufiyas in Buchenwald group wrote that it would hold a “public protest” in Weimar, the German city located nearby the concentration camp. The group also said it planned to host lectures and a “tour that vividly illustrates the events in the former concentration camp.”
It was unclear whether the protest is intended to take place outside the memorial itself. Kufiyas in Buchenwald did not immediately respond to an inquiry from the Jewish Telegraphic Agency about the location of the protest.
The protest quickly drew condemnation from German leaders, including the country’s antisemitism czar Felix Klein, who told the Swiss outlet Neue Zürcher Zeitung that the protest marked a “new low point in the unfortunately all-too-common reversal of perpetrator and victim roles.”
Michael Panse, the commissioner for combatting antisemitism for the German state Thuringia, where Weimar is located, told the outlet that the protest was “tasteless and historically ignorant.”
The protests also drew condemnation from the European Jewish Congress, which wrote in a post on X that the demonstration represents a “deeply troubling instrumentalization of Holocaust remembrance.”
“Holocaust memorial sites are places of solemn reflection and respect for the victims of National Socialism,” the post continued. “They must never be exploited to promote agendas that deny Israel’s legitimacy or glorify those who perpetrate violence against Jews.”
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