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Super Bowl ad combatting antisemitism draws criticism from Jews

Artificial intelligence, Uber Eats, Steven Spielberg’s next film — and antisemitism.

Those were among the topics competing for attention during Sunday’s Super Bowl ads. The antisemitism commercial showed a white Jewish high school student being taunted with the slur “Dirty Jew,” until a taller Black classmate steps in to defend him.

The high-profile spot was funded by New England Patriots owner Robert Kraft’s Blue Square Alliance Against Hate, formerly known as the Foundation to Combat Antisemitism.

For Kraft, 84, the moment was meant to model allyship. Through Blue Square, he has partnered with Hillel International and the United Negro College Fund to host “unity dinners” bringing together Jewish and Black students, and he told CBS News that he hopes Palestinian students attend as well. The ad, Kraft said, was about solidarity.

This is not Kraft’s first Super Bowl ad. In 2024, he paid for an ad featuring Martin Luther King Jr.’s speechwriter in a spot that leaned on similar themes of Black-Jewish collaboration and a shared history of Civil Rights activism. And he began running ads about antisemitism several years before that during Patriots games.

But instead of unifying viewers, the commercial quickly became one of the night’s most divisive spots. Critics — including many Jews — derided it as “dated” and “disconnected” from the way antisemitism actually shows up in 2025, especially on college campuses and online. To some, the ad seemed stuck in a moral universe where antisemitism is an interpersonal problem solved by a well-timed intervention, rather than a systemic one fueled by ideology, institutions and, increasingly, online indoctrination.

Online, the backlash was swift. Many Jewish commenters argued that the estimated $15 million Kraft spent on the campaign, which is also slated to air during the Winter Olympics, would have been better spent elsewhere.

A sharp backlash has emerged against the brand of advocacy that Kraft has undertaken, with some Jewish leaders decrying efforts to combat antisemitism as ineffective and misguided.

“What we call the fight against antisemitism, which consumes tens of millions of dollars every year in Jewish philanthropy and has become an organizing principle across Jewish organizations, is a well-meaning, but mostly wasted effort,” the center-right New York Times columnist Bret Stephens said in a “State of World Jewry” address last week in New York. Instead, he called for large-scale investment in Jewish day schools, cultural institutions, philanthropy, media, publishing and religious leadership.

Others simply found the ad tone-deaf and potentially even harmful.

In an open letter addressed to Kraft, Shabbos Kestenbaum, a Harvard graduate who sued the university over alleged antisemitism, put it bluntly. “You’re a smart guy,” he wrote, “but the people you have hired either are morons or are taking advantage of the money you pay them.”

Emily Tamkin, a contributing columnist at the Forward, posted on social media: “I know in my heart that somewhere in this country of ours a Jewish kid is getting bullied with a Post-it today because of that ad.”

“This Super Bowl ad was clearly well intentioned, but it missed the mark,” posted Margot Touitou, a Tel Aviv-based content creator. “If legacy orgs want to understand what antisemitism looks like for young Jews today, they need to actually be online and tapped into internet culture. Without that, campaigns like this won’t ever land, and that hallway scene especially felt stuck in a ‘90s movie, which just isn’t how Gen Z moves or experiences this stuff.”

The team behind the ad pushed back, insisting the criticism misunderstands its intent — and its data. In a letter to the Forward, Adam Katz, president of Blue Square Alliance Against Hate, said online use of the slur “Dirty Jew” has increased 174% over the past three years, arguing that the ad reflects real trends affecting younger Jews in particular. “We test all of our ads,” Katz wrote, adding that early results have been “promising.” He said the decision to set the ad in a high school was deliberate: “That is where we have seen the most concerning trends in antisemitism data.”

The Anti-Defamation League, whose independent research found the ad resonated with audiences, echoed that defense. ADL CEO Jonathan Greenblatt called the spot “powerful” and praised it as “a simple yet moving depiction of resilience in the face of discrimination.”

In response to the criticism, several groups released their own versions of the ad.

On Sunday, the Israel Defense Forces posted its own stark, 11-second video to social media. “This is our Super Bowl commercial,” the IDF wrote, over footage of soldiers carrying machine guns to a soundtrack from Bad Bunny, who performed during halftime. Eylon Levy, who served as an Israeli government spokesperson in the early months of the Gaza war, shared the clip and added a pointed rejoinder: “Much more inspiring for an American Jewish kid who’s getting called a ‘dirty Jew’ than hoping a taller, cooler Black kid will save him.”

Daniel Lubetzky, a Jewish philanthropist and founder of Kind Snacks, released his own version of Kraft’s ad, reimagining the bullied Jewish teen not as a victim in need of rescue, but as a future doctor: accomplished and confident. The video went viral almost immediately, drawing praise from viewers who found it more empowering, and scorn from others who felt it simply swapped one trope for another.

Together, the competing ads — and the arguments around them — revealed a deeper divide: not just over tactics, but over what kind of story American Jews want to tell about themselves at a moment when antisemitism feels both newly visible and painfully unresolved.

JTA contributed to this report.

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In Trump’s assault on democracy, echoes of Nazi Germany but new glimmers of hope that America will be different

In the final, tumultuous years of the Weimar Republic, a succession of arch-conservative chancellors ruled by emergency decree rather than go through the Reichstag, the German parliament. Germany had become a democracy in name only, as reactionary power brokers steered the nation deeper into totalitarian waters, ultimately opening the door for Hitler.

As we approach our mid-term elections, America too is at a pivot point — with the burning question being whether Donald Trump’s grip on MAGA lawmakers can be broken so that Congress, feckless like the Reichstag of the late Weimar Republic, can resume its constitutional role as a check on the executive.

It’s a matter of life or death for American democracy as it nears its 250th birthday.

As Trump’s poll numbers tank while GOP lawmakers’ support for him endures, I find myself musing about the Weimar Republic and the self-immolation of its national legislature.

In the final months before they came to power on Jan. 30, 1933, Hitler and the Nazis were actually on the ropes. After they had become the largest party in the Reichstag in July elections a year earlier, two million Germans abandoned the Nazis in an election that November. Many Germans were less enamored of the Nazi leader, fatigued by a sense that the Nazis thrived on disorder. The spell seemed to be breaking. Does this ring a bell? Economics also played a role: Germany was finally emerging from the Great Depression.

But the German republic had already been brought to a breaking point by street fighting, political chaos, the Great Depression, and a coterie of arch-conservative power brokers who schemed and maneuvered to scrap Germany’s first democracy. They included Chancellor Franz von Papen.

Papen was unable to form a majority coalition after the July 1932 election because of huge gains by the Nazis and losses by other key parties, so he continued to govern by emergency decree with the consent of President Paul von Hindenburg, relying on the broad emergency powers of Article 48 of the constitution that had already hollowed out parliamentary rule.

More internal scheming resulted in Papen’s ouster after the November 1932 election. He was replaced by General Kurt von Schleicher, a master of intrigue. But Schleicher lasted only two months, as disagreements raged over whether to give Hitler a role in the government, and what that role should be. The reactionary schemers eventually reached a consensus: Let Hitler have the chancellorship but keep him in check by loading the cabinet with archconservatives like Papen. Once Hitler became chancellor on Jan. 30, 1933, it didn’t take him long to outmaneuver all of the other schemers, who became puppets of the Nazi leader instead of the puppet masters.

Germany’s political establishment — all but the Social Democrats and the banned Communists — ceremoniously handed the keys over to Hitler on March 23, 1933, when the Reichstag passed the Enabling Act, dismantling parliamentary democracy and giving Hitler dictatorial powers.

Which brings us to the question: Whither American democracy?

Under Trump, our Congress has been reduced to a shell of its former self, an American analog of the toothless Reichstag. As Trump has launched assault after assault on the pillars of American democracy — on the judiciary, on higher education, on free speech, our election system, the rule of law, and even on unflattering but true chapters in American history — Republicans have kept quiet, fearing Trump’s wrath and retribution.

But now there are glimmers of hope. Trump’s broken promises, self-aggrandizement, megalomania, corruption, utter indifference to everyday Americans’ economic suffering, and relentless catering to the country’s wealthiest are finally catching up with him. New polls put his approval rating at a dismal 37%. In a New York Times/Siena poll, just 28% of voters approved of how Trump is handling the cost of living, while only 31% approved of his war with Iran. Even Fox News had him at 39% approval. That same poll showed GOP support for Trump weakening considerably on his handling of the economy.

Economic pain is driving the collapse. The soaring costs of the war in Iran, Trump’s vanity projects, and his proposed $1.8 billion slush fund for the Jan. 6 insurrectionists, coupled with his push for lifetime immunity for himself and his family to commit tax fraud, have incensed voters who are already struggling to afford groceries, gas, housing and health care.

As Americans make impossible choices, the 47th president touts the glitzy White House ballroom he wants to build and his plans for an arch that would dwarf the Arc de Triomphe, all while prosecuting a war that has closed the Strait of Hormuz and driven up prices worldwide. The widening gap between Trump’s self-indulgence and the country’s hardship is finally producing something late Weimar never managed: a meaningful break in the habit of submission to an aspiring strongman.

In recent days, a quiet revolt has begun in the Senate. Republicans are rebelling against the proposed slush fund for Jan. 6 insurrectionists, balking at funding Trump’s new White House ballroom,  and murmuring doubts about pouring more money into the Iran war. These are small acts of defiance — and they may or may not hold. But they are the first cracks we’ve seen in years.
Our mid-term elections on Nov. 6, 2026 may be a moment of destiny for American democracy, a test of whether those cracks widen or whether we follow late Weimar down a darker path.

The post In Trump’s assault on democracy, echoes of Nazi Germany but new glimmers of hope that America will be different appeared first on The Forward.

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This Jewish artist hadn’t painted in more than 5 decades. Then came Oct. 7.

Sid Klein has finally found his subject. More than half a century after he scrambled to pick a topic for his senior art project at Brooklyn College—and settled on exploring the porcelain curves of a toilet bowl in a 20-painting series—he’s discovered a purpose.

Klein, 78, took a five-decade hiatus from art between college graduation and retirement. He picked his brushes back up just a few months before the events of Oct. 7.

Upon hearing of the Hamas attacks, Klein processed the news with acrylics. Soon, he began looking back to the Holocaust. He felt compelled to render contemporary and historical victims of hatred on paper and ultimately take on the mantle of combatting antisemitism, not with words or weapons but with images.

“For the first time in my life, I’m so motivated in my art,” Klein told me over Zoom from his home in South Florida. “All of a sudden I went from, ‘I don’t know what I want to paint,’ to, ‘I’ve got to make a record of this so people can look at these paintings and see what does antisemitism naturally lead to.’”

Born and raised in Brooklyn, Klein noticed at a young age that he could depict objects in three dimensions. “I started drawing with Crayola crayons with paper that my mom would pick up [at] the local five and dime,” he said.

But his mother died when he was seven, leaving his father to raise three children on his own. Though they weren’t particularly religious, Klein said, he attended yeshiva. The extra-long school day helped his working single father make sure he was safe. Klein continued dabbling in art through elementary and high school.

The Holocaust was not part of his education, as far as he remembers, not at the yeshiva and not later in college, where he flitted from pre-law to economics to philosophy before settling on fine art. “I’d never been exposed to it,” he said. “I’d never seen the photographs. I consciously avoided the photographs.”

“I was living in this bubble so I could pretend that antisemitism did not exist,” he said.

He remained in that bubble through business school and a long career in marketing. During that time, “painting didn’t even cross my mind,” Klein said. “For 55 years, I focused on the business and totally ignored the art.”

It wasn’t until his career drew to a close that he thought he might try again. “I wanted to give it a try and see what was left,” he said. But he wanted to keep painting only if he had a worthy subject, which he found in the wake of the Hamas attacks.

“That murder affected me in a profound way,” said Klein, who has two sons and five grandchildren living in Israel. “I started painting in my mind what these 1,200 people would have looked like. And that was my return to art.”

The segue from the horrors of Oct. 7 to those of the Holocaust felt natural to Klein. “For me, all of those are one of the same. They’re all Jew hatred at different times in history,” he said. “The amount of evil in our world is just—I don’t know how to measure it.” There are endless tragedies, he said, “but I’m focusing on our people.”

Klein paints in a corner of the family room he’s designated as his studio. He regularly pores over hundreds of black-and-white photos taken in ghettos and camps, looking for his next subjects to call out to him.

In one photograph, he recalled, he saw lines upon lines of women and children, standing near cattle cars, waiting, exhausted. He distilled the scene to one row of imminent victims in “Innocents.” They’re “going to be taken to a gas chamber and they’re going to be dead in 20 minutes or a half hour, and they don’t know that,” he said. On the right, a boy tugs at his mother’s coat. The woman on the far left balances the small child in her arms alongside her pregnant belly. In the middle, another grasps a toddler’s hand. Their eyes implore the viewer to grapple with their fate.

Several of Klein’s Holocaust works were displayed earlier this year at the Gross-Rosen Museum in Rogoźnica in Poland, on the grounds of the concentration camp system of the same name, where an estimated 120,000 people were imprisoned and 40,000 died.

“As employees of a Memorial Site, we have constant access to disturbing historical photos and documents; these are undeniably important, but viewing the victims through the eyes of an artist is an entirely different, more intimate experience,” Bartosz Surman, who works for the museum’s education department, told me. Surman estimated that approximately 4,000 people saw Klein’s work there between January 27 and March 31. “For a Memorial Site located in a village of fewer than a thousand people, we consider it a significant success and a testament to the power of Mr. Klein’s work,” he said.

Four thousand miles away, “My Zaidy” hangs on the wall at the Dr. Bernard Heller Museum in downtown Manhattan as part of the exhibition “Proverbs, Adages, and Maxims.”

The man in the painting wears a star under his heart. The bright yellow patch and pearlescent and gold shimmer of his face contrast with the matte blue of his coat and hat. But turning the corner of the exhibition, it’s the eyes that catch you. “I left them blank, so you can put in his eyes, any eyes you want,” Klein said—his zaidy’s or yours or a stranger’s.

The eyes may be missing but the gaze is powerful, as though this old man, as he approaches his cruel end, is staring and saying, “Look at me. Do you see what’s happening? Why are you just standing there?”

“A lot of bubbes and zaides were exterminated,” Klein said, including his paternal grandfather. But the zaidy in the painting isn’t Klein’s, exactly, he said. He can’t recall ever seeing a photo of him. Instead, he painted another elderly man in a photo that struck him: This is what a zaidy selected for the gas chamber looks like. This is what Klein’s zaidy could have looked like.

“I decided I was going to do a painting, and fill that hole in my heart,” Klein said.

“There’s something very haunting about the hollowed, empty eyes,” museum director Jeanie Rosensaft told me over the phone. “We were very touched, because although [Klein] has not had a long resume of art production, we felt that the image that he provided was very compelling.”.

Klein is one of 58 artists in the exhibition, and his work will be included in a tour the museum is organizing following its New York run, which ends June 24. “We hope that he continues on this path,” Rosensaft said. “It’s really essential that art bear witness to the past and provide a bridge to the future.”

Seeing the pain

Klein’s next painting, he told me, was inspired by a photo of two small children, empty bowls in hand, begging for food.

“If I had more working space, I would make my paintings bigger,” said Klein, who says he hopes to one day create life-size portraits. “Right now you’ve got to get pretty close to see what the hell is going on,” he said. “I want size to be part of your experience seeing the pain.”

Spending his days sifting through Holocaust photos and painting its victims takes a toll. “When I paint, I become emotionally involved. But when it’s done, I listen to my music for a couple of hours, and that gives me the emotional strength to continue,” says Klein, who puts on Vivaldi, Mozart, or Brahms, for example. “After I do a painting, I need this music to settle my nerves.”

“Sometimes I say, ‘Klein, try something else!’” he said. But he can’t imagine abandoning his subject or newfound mission for any others. Which means he’ll need more of that music in the years to come, as might those viewing his paintings.

“A lot of my work is grotesque,” Klein said, and that’s intentional. “I want to shake you up.”

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How can I explain to my 93-year-old mother why it suddenly seems ok to hate Jews?

My mom — 93 years old, still sharp, a lifelong Democrat, a woman who has read The New York Times nearly every day for the last five decades — called me this week, in something approaching shock, to tell me she had read Nicholas Kristof’s latest op-ed.

“I can’t believe what they’re saying,” she said of the piece, whose claims — particularly one, questionably sourced, involving the alleged rape of a prisoner by a dog — drew accusations of serious journalistic malpractice. To me, this felt like more than flawed reporting. It bore the unmistakable contours of a modern blood libel.

“How can they print this?” my mom asked. “What’s happening in the world?”

Sometimes we encounter an unexpected threshold, and suddenly the familiar world appears altered. The Kristof column was such a threshold for my mother. Her parents were immigrants; her mother left a Romanian shtetl as a child, crossing the Atlantic with her younger brother when they were 12 and 9 years old. They came because Jews were fleeing rapes and murder. If you are an American Jew of Eastern European descent, there is a decent chance your family history contains some version of this story — that of people fleeing pogroms.

You may remember the most recent example of such an attack. It happened on Oct. 7, 2023 — the first pogrom carried out in the age of smartphones.

To say that things have felt strange and frightening for many Jews worldwide since that horror is like saying clouds produce rain or honey is sweet. Strangest of all is the speed with which, in many quarters, people sought to not just explain the atrocity, but actually justify it.

What has tormented me almost as much as the violence itself is the astonishing pace at which animus toward Jews, or toward “Zionists,” has become normalized in spaces where one might once have expected understanding. And yes, I know, people are weary of hearing Jews explain why hostility directed at the overwhelming majority of Jews who believe in Jewish self-determination often bleeds into hostility toward Jews themselves. I know all the caveats. I know all the disclaimers. I have read them too. Still, it increasingly appears that anti-Zionism in many quarters has become not merely tolerated, but a litmus test.

The range of what can be said aloud has changed. So have the categories of people toward whom contempt may be openly directed. Prejudice against Jews that can once again — as in an era many thought was gone forever — pass as a kind of moral sophistication.

Each week there is a new reason to think about all this. A Democratic congressional candidate in Texas named Maureen Galindo has crossed yet another Rubicon of human foible and weakness. Galindo reportedly proposed transforming a detention center into a prison for “American Zionists” and described it as a place where many Zionists would undergo “castration processing.”

I cannot say categorically that Galindo represents a new political era. She may not. Fringe figures have always existed. But that a candidate seeking office within one of America’s two major political parties — a candidate who advanced to a Democratic runoff after finishing first in a crowded primary field, with roughly 29% of the vote — used this grotesque language is notable.

Maybe she’ll lose badly. Maybe she’ll vanish from the political stage. That wouldn’t change the fact that her statements did not produce immediate and universal condemnation.

Every era contains extremists. But sometimes institutions cease to treat extremism as radioactive, and begin treating it first as eccentricity, then as another perspective deserving “consideration,” then activism, then orthodoxy.

Is that happening here? I’m wondering. So is my mother.

I have spent much of my life among artists, intellectuals, musicians, progressives — a cohort that once seemed animated by an instinctive suspicion toward ethnic hatred in all forms. Increasingly, Jews appear exempt from that instinct. “Galindo is just another crazy person,” I’ve heard people say. I see. Just another crazy person competing seriously in a Democratic primary after proposing internment camps for “American Zionists.”

This is not about Galindo alone. It is also about institutions. About The New York Times, whose reporting and opinion pages remain, for millions, a moral compass. My mother did not call me outraged after reading Kristof. She called bewildered. She called sad. This was the newspaper she’d followed through wars, assassinations, civil rights struggles, and presidents of every variety. Her confusion and grief now pains me more than I can say. When exactly, she seemed to be asking me, did this happen? When did support for Israel become, in some circles, evidence of moral defect? When did “Zionist” become a slur, not a description of a legitimate ideology?

When did suspicion toward Jews become newly accessible, provided it arrived draped in the language of liberation?

All of this feels both cosmic and deeply personal. I have yet to meet a Jew who does not feel some shift beneath their feet.

And to them I say: do not cower. Do not hide your Jewishness. Do not keep your love for Israel or for Jews a secret. Go and do something singularly Jewish. Reorient yourself toward whatever you understand God to be. And if God feels impossible, then orient yourself toward the continuity of the Jewish people.

May we go from strength to strength. Mom, if you are reading this, that goes especially for you.

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