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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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New documentary captures the lively history of Yiddish theater in America
The new documentary Immigrant Songs: Yiddish Theater and the American Jewish Experience, produced by the Milken Archive of Jewish Music, is fast, entertaining and a good introduction to the topic.
Focusing mainly on the musical side of the story, but covering ‘straight plays’ as well, the film opens with a superb ‘warm-up act’: “Hu Tsa Tsa,” a stock Yiddish vaudeville number performed by the widely mourned Bruce Adler, who died in 2008 at age 63. Bursting with charm and talent, Adler, scion of a top Yiddish vaudeville family, demonstrates that Yiddish theater used to be pretty damned lively.
What follows is the oft-told story of the rise and decline of the American Yiddish theater, beginning with its prehistory in the Purimshpiels — the annual performances that for centuries served as the only secular entertainment in the Ashkenazic world. From there the film takes us to Yiddish theater’s 1876 birth in Romania, courtesy of Avrom Goldfadn, a.k.a. “The Father of Yiddish Theater.”
The film also describes Yiddish theater’s arrival in America, which, thanks to massive Jewish immigration, quickly became its capital. We learn of its influence on American theater’s styles of acting and set design. And the film describes the decline of its audience, due to assimilation and the immigration quotas of the 1920s.
There’s an excellent section on “The Big Four” Yiddish theater composers — Joseph Rumshinsky, Alexander Olshanetsky, Abe Ellstein, and Sholom Secunda. All in all, the documentary does a fine job of teaching the aleph-beyz, the ABCs, of the history of Yiddish theater to the uninitiated.
The most impressive aspect of Immigrant Songs is its well-crafted pace. Though there are a few snippets of vintage Yiddish cinema (Yiddish theater’s “kid brother”), most of the film consists of recent concert footage, some well-selected photographs and ephemera, and a lot of talking heads. Almost every prominent Yiddish theater historian was interviewed for it, along with several musicologists, an archivist, Yiddish actors, directors, producers, etc. (Full disclosure: I am one of them.) Director Jeff Janeczko cuts between the interviewees so smoothly — sometimes in mid-sentence — that it feels like they’re in the same room and feeding off each other’s energy. The movie just flies by.
There are a few errors. Marc Chagall is described as an important designer of Yiddish theater; actually he designed one minor production in Russia in 1921, and never did another. In a bizarre, and biblically illiterate, statement, one interviewee claims that Jews hadn’t developed a theater culture earlier because the Second Commandment’s prohibition of “graven images” forbade the construction of sets. (Actually it’s about idol worship.)
Another interviewee claims that the Yiddish play Der Yeshiva Bokher; oder, Der Yudisher Hamlet — The Yeshiva Student; or, The Jewish Hamlet (Yiddish plays then often had subtitles), is closely patterned on Shakespeare’s tragedy. In truth, the play — written by Isidore Zolotarevski, the prolific writer of shund (“trash”) melodramas — is not only awful, but is as close to Shakespeare as baked ham is to your grandmother’s kreplach.
The film’s biggest fault, however, is its short running time (45 minutes). This is a rich topic, and too much is left by the wayside in the interest of brevity. There’s nothing about what shund melodramas felt like, why they appealed to their audiences, and why they became the only thing a lot of people know about Yiddish theater.
There’s also nothing about the World War I-era wave of shtetl plays, which reflected immigrants’ homesickness without indulging in nostalgia, and provided some of Yiddish theater’s shining moments with plays like Green Fields, The Empty Inn and Tevye. And the most important play in the Yiddish canon, The Dybbuk, is never mentioned.
Perhaps most surprisingly, considering the film’s emphasis on music, there is no examination of Yiddish theater’s influence on Broadway’s music. (Cole Porter — ironically, the only gentile among the major composers of Broadway’s Golden Age — had a pronounced Jewish lilt in a number of his songs, and he actually attended Yiddish theater regularly.)
The film’s last section is about the renewed interest in Yiddish that began in the 1970s and ’80s with the klezmer revival. Much of it focuses on the 2018 Yiddish production of Fiddler on the Roof in Yiddish, whose success was predetermined the moment the production was announced.
For the overwhelming majority of American Jews, from the Orthodox to the unaffiliated, Fiddler is all they know about the lives of their ancestors. And though it’s a world-class piece of musical theater, as a work of social history Fiddler is as phony as a glass eye. Nevertheless, for American Jews it’s a sacred text.
Fiddler was a huge hit, but it was a gimmick, a one-off, whose success does very little for the future of Yiddish theater. Worse, the Yiddish — not the text, but the lines spoken by most of the actors — was often mispronounced and had the wrong intonation. (One elderly gentleman of my acquaintance, a native Yiddish speaker from Czechoslovakia, told me he didn’t understand a word the actors said, and spent the whole evening reading the English supertitles.)
What follows the Fiddler section in Immigrant Songs is mostly bromides. But the best current Yiddish theater reflects the kind of fresh thinking that keeps the form alive.
An occasional well-presented museum piece, like the Folksbiene’s 2016 revival of Rumshinsky’s operetta The Golden Bride, is a very worthwhile project (though it, too, suffered from poorly spoken Yiddish). But the most dynamic contemporary Yiddish theater is, in Jeffrey Shandler’s apt phrase, “post vernacular” — i .e., the use of Yiddish is self-conscious, a deliberate choice rather than something that’s done automatically, as it would have been a century ago when there were a lot more Yiddish speakers in the world.
An example of this is the 2017 neo-realist film Menashe, which could far more easily and conventionally have been made in English. Or a well-known piece done in Yiddish translation, like Shane Baker’s stunning Yiddish translation of Waiting for Godot, can become something much more valuable than a mere stunt. The Yiddish version, under Moshe Yassur’s straightforward direction, humanized the play, stripping it of the encrusted pretentiousness that had hidden its soul. (When it was presented in the International Samuel Beckett Festival in Ireland, multiple audience members approached the cast afterwards with the same reaction: “I don’t speak a word of Yiddish. But I’ve seen Godot five or six times, and this is the first time I understood it.”)
There’s a lot to be learned from Immigrant Songs. If you find yourself hungry for more, you couldn’t do better than to seek out YIVO’s online Yiddish theater course “Oh, Mama, I’m in Love!” But by all means, start with Immigrant Songs. It’s a very entertaining and informative appetizer.
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UK PM Starmer Says There Could Be New Powers to Ban Pro-Palestinian Marches
British Prime Minister Keir Starmer gives a media statement at Downing Street in London, Britain, April 30, 2026. Photo: REUTERS/Jack Taylor/File photo
British Prime Minister Keir Starmer said the government could ban pro-Palestinian marches in some circumstances because of the “cumulative effect” the demonstrations had on the Jewish community after two Jewish men were stabbed in London on Wednesday.
Starmer told the BBC that he would always defend freedom of expression and peaceful protest, but chants like “Globalize the Intifada” during demonstrations were “completely off limits” and those voicing them should be prosecuted.
Pro-Palestinian marches have become a regular feature in London since the October 2023 attack by Hamas on Israel that triggered the Gaza war. Critics say the demonstrations have generated hostility and become a focus for antisemitism.
Protesters have argued they are exercising their democratic right to spotlight ongoing human rights and political issues related to the situation in Gaza.
Starmer said he was not denying there were “very strong legitimate views about the Middle East, about Gaza,” but many people in the Jewish community had told him they were concerned about the repeat nature of the marches.
Asked if the tougher response should focus on chants and banners, or whether the protests should be stopped altogether, Starmer said: “I think certainly the first, and I think there are instances for the latter.”
“I think it’s time to look across the board at protests and the cumulative effect,” he said, adding that the government needed to look at what further powers it could take.
Britain raised its terrorism threat level to “severe” on Thursday amid mounting security concerns that foreign states were helping fuel violence, including against the Jewish community.
“We are seeing an elevated threat to Jewish and Israeli individuals and institutions in the UK,” the head of counter-terrorism policing, Laurence Taylor, said in a statement, adding that police were also working “against an unpredictable global situation that has consequences closer to home, including physical threats by state-linked actors.”
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War Likely to Resume After Trump’s Rejection of Latest Proposal, Says IRGC General
Iranians carry a model of a missile during a celebration following an IRGC attack on Israel, in Tehran, Iran, April 15, 2024. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
i24 News – A senior Iranian military figure said that fighting with the US was “likely” to resume after President Donald Trump stated he was dissatisfied with Tehran’s latest proposal, regime media reported on Saturday.
The comments of General Mohammad Jafar Asadi, one of the top Islamic Revolutionary Guard Corps (IRGC) commanders, were relayed by the Fars news agency, considered as a mouthpiece of the the powerful paramilitary body.
“Evidence has shown that the Americans do not not adhere to any commitments,” Asadi was quoted as saying.
He further added that Washington’s decision-making was “primarily media-driven aimed first at preventing a drop in oil prices and second at extricating themselves from the mess they have created.”
Iranian armed forces are ready “for any new adventures or foolishness from the Americans,” he said, going to assert that the Iran war would prove for the US a tragedy comparable with what was for Israel the October 7 massacre.
“Just as our martyred Leader said that the Zionist regime will never be the same as before the Al‑Aqsa Storm operation [the name chosen by Hamas leadership for the October 7, 2023 massacre in southern Israel], the United States will also never return to what it was before its attack on Iran,” he said. “The world has understood the true nature of America, and no matter how much malice it shows now, it is no longer the America that many once feared.”
