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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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‘Remember 7.10.23’: In Israel, Hostage Square bears few remnants of a national crisis – but trauma lingers
(JTA) — TEL AVIV – In the days following the Oct. 7, 2023, Hamas attacks, the families of the hostages held in Gaza turned the plaza next to the Tel Aviv Museum of Art into what became known as Hostage Square.
Filled with “Bring Them Home” signs and hostage posters, yellow ribbons and yellow balloons, the square hosted demonstrations and press conferences.
It was here that the families created a replica of a Hamas tunnel and established the Empty Shabbat Table, a haunting art installation to remind visitors – and especially the Israeli government – that their loved ones still languished in Gaza. And it was here, two years later, that the families and thousands of other Israelis gathered to watch the last of the living hostages return to Israel.
Three years after the attack on Simchat Torah, there are few remnants of the hostage families’ encampment: the tunnel replica, a few yellow ribbons and a sign bearing the words “Remember 7.10.23.” During the days leading up to the third anniversary, some paid respects to the few hostage families who set up a sukkah on the square, but the plaza was nearly empty.
By all outward appearances, Israelis have moved on.
Yet beneath the surface, many are still grappling with the trauma of Oct. 7 and the multifront war the attack triggered.
In a Channel 12 TV poll in June, 74% of respondents said they fear that terrorists will carry out another large-scale attack, and 66% said they want the Oct. 7 attack to be investigated by a state commission of inquiry.
Last month, in an Israel Democracy Institute survey, 68% of Jewish Israelis and 32% of Arab Israelis said the Oct. 7 attack is a “central factor” in deciding which party to vote for, behind security and the high cost of living.
In the café at the edge of Hostage Square, Isaac Badra, a 33-year-old realtor, recalled how he and his wife opened their home to their upstairs neighbors because the Badras live on the “safer” ground floor and their Tel Aviv building has no bomb shelter. The trauma persists, he said.
He vividly remembered the air-raid sirens, reserve soldiers rushing to base on Simchat Torah and the frantic phone calls with his wife’s family near the Gaza border as Hamas attacked Sderot, where they live.
“My wife’s mother said she saw terrorists in the street, but I couldn’t grasp what she was saying,” he recalled. When he turned on the TV, he realized the scale of the attack. “I locked all of our doors and our windows and prayed.”
Three years later, Badra said, “When I hear noises outside, I jump. When Arab construction workers shout out to each other, I jump. And now I doubt whether my friends abroad really have our back.”
Roni Shoval, a defense industry worker from northern Israel not far from the Lebanon border, said the trauma of the past three years “is still inside me.” He called the attacks “a modern Holocaust for Israel.”
Even three years later, “I’m not ready to visit Nova,” he said, referring to the memorial at the site of the music festival where Hamas murdered 378 people and abducted dozens more. “Look, I’m getting goosebumps now just talking about it.”
Shoval, 54, is still doing IDF reserve duty, years beyond the maximum age because the IDF needs his expertise. He doesn’t want the same for his children.
“My son will be drafted soon,” he said. “Back in the day, I served in Gaza and Lebanon. I don’t want him sent to Gaza and Lebanon.”
At a nearby table, 24-year-old Yael Meyer sat with classmates from Tel Aviv University. The attack the previous day aboard a flydubai flight bound for Tel Aviv, they said, only reinforced the trauma of Oct. 7 and the war that followed.
“I’m always aware that there could be another terror attack. But I always had the sense that the security services would protect us.” Since Oct. 7, that trust in the government is gone, she said.
Her friend Talia Zecler, also 24, said she felt “helpless” after the attack. “I was angry at my country. Entire families were killed or kidnapped,” she added. “It feels like we’re living in an endless war.”
Her heart races when the sound of a passing motorcycle resembles an air-raid siren. But at the same time, she still marvels at the bravery and solidarity of ordinary Israelis in the months after the attack.
“People became more connected after Oct. 7. They volunteered everywhere, including at Hostage Square,” she said. “There was a sense of unity, that we’re in this together, and we saw it on the flydubai flight.
“This is the Israeli spirit.”
Sitting in the café with her parents, S., a 19-year-old IDF soldier, said the trauma she experienced on Oct. 7 at her home in Jerusalem “is minuscule” compared to the experience of those whose families were directly harmed by the attacks on the Gaza border and, later, attacks by Hezbollah, Iran and the Houthis.
“Sure, when I hear a plane flying in the sky, I think, will there be another war with Iran? I immediately go there,” said S., whose name could not be published due to military protocol.
But as the country prepares to vote for the next government on Oct. 27, she plans to channel her hopes and dreams in the voting booth.
“The most important things for me right now are to have a national investigation of what happened on Oct. 7 and to repair our relations not only with our immediate neighbors but everywhere. We don’t live in a vacuum,” she said.
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Antisemitic flyers turn up in Ontario neighborhood where a man charged at a synagogue two weeks ago
(JTA) — Police in the Ontario town where a gunman charged the Sons of Jacob synagogue on Yom Kippur are investigating antisemitic flyers distributed around the synagogue’s neighborhood..
In an Oct. 1 press release, Belleville, Ontario, police encouraged those with tips or video evidence to contact police.
“We recognize that incidents such as this can cause concern within our community,” the police said. “Hate has no place in Belleville, and the Belleville Police Service remains in contact with community leaders and are taking proactive steps to support the safety and well-being of residents.”
Police have not identified the distributor of the flyers, and no arrests have been made.
The Canadian Jewish News published photos of the flyers, which included antisemitic conspiracy theories, such as “every single aspect of the Covid agenda is Jewish” and “every single aspect of abortion is Jewish.”
Coming so soon after the attack, the flyers rattled Sons of Jacob congregant Sari Watson, 40. “It’s so incredibly concerning to see this sort of antisemitic rhetoric surface, less than two weeks after the shooting,” said Watson, who skipped attending services the night of the shooting because she was wary of the increase in antisemitic violence in Canada. “This is a sign that this sort of hatred has infiltrated the public consciousness here.”
Belleville police chief Murray Rodd has confirmed the Sept. 20 attack was deliberate.
“This was an exclusive threat to our Jewish community,” he said soon after the attack. “There is no indication there was a threat to any other population or segment of our community, and it was a hate-motivated crime.”
According to police and Ontario’s Special Investigations Unit, the shooter, identified as 29-year-old Sean Ward of nearby Quinte West, Ontario, opened fire on Const. Jeff Smith, who was stationed outside the synagogue as security. Smith, who was seriously wounded, returned fire, and another officer who arrived at the scene also fired at Ward. Ward later died of his injuries. Smith remains hospitalized.
A GoFundMe site dedicated to Smith’s recovery has raised nearly $1 million on behalf of the Canadian Jewish community.
This article originally appeared on JTA.org.
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From ‘false flag’ to ‘Bibiwood’: flydubai attack spawns conspiracy theories
(JTA) — JERUSALEM – A young girl steps out of the bathroom on a flight and glimpses a bloody scene unfolding in the cockpit: the co-pilot is attacking the pilot with an axe. She screams for help.
A handful of unarmed passengers, still tanned from their vacations in Thailand, rushes by her, successfully grabbing the control wheel as the plane plunges 17,000 feet. They also manage to save the life of the bloodied pilot.
It sounds like the climactic scene from a high-stakes action movie, yet by now most people know that this is what happened last week on a Tel Aviv-bound flydubai jet.
Or did it happen? It is so fantastical that maybe it is just a fabricated story or an event staged by Israel’s Mossad? That is what millions of people on social media seem to be suggesting in online posts.
Even after nonstop media interviews with the hero pilot or with the ordinary passengers who took control of the plane, conspiracy theories about the attempted hijacking are swirling. Some mockingly insist the event never happened. Others say it was a false flag operation. And many of the comments invoke deep-rooted antisemitic tropes.
Some accuse Israeli Prime Minister Benjamin Netanyahu of staging the incident for political survival or to divert attention from the war in Gaza. Others say it was an attempt by Israel to play the victim or garner global sympathy.
“Brought to you by Bibiwood Productions,” wrote one person commenting on a CNN report posted on Facebook.
“Just stop already,” wrote another person beneath CBS’s clip of interviews with the men who fought the rogue co-pilot posted to Instagram. “It’s seriously embarrassing at this point. We didn’t believe it when the news broke; we didn’t believe it the first time you aired this interview. Reposting clips will not convince anyone with half a brain.”
“Bulls–t,” wrote another person.
Monitoring online responses as the attempted hijacking was unfolding last Wednesday, the Combat Antisemitism Movement’s Antisemitism Research Center found that the first conspiracy theories were posted just 67 minutes after the plane sent its first distress signal.
Within five hours, the ARC documented 1,000 hostile posts, and after 12 hours, 2,963 posts. The posts generated at least 30,000 likes and more than 3 million views.
“The fact is that internet companies have promoted a much more open free-speech policy these days, especially on Instagram and X,” said Sacha Roytman, CAM’s Chief Executive Officer, adding that it’s not just the posts that are problematic but also the comments they generate.
“They [the social media platforms] don’t control information anymore; they don’t want to control it,” he said.
Roytman added that another factor is that agitators – likely from Russia or Qatar – have learned how to build an effective bot network to spread misinformation. When the first post appeared after only 67 minutes, he said, “we knew it was not a human posting because no one cares to go online and start posting [that fast].”
“They were activated extremely fast and set up the stage to create an environment that’s toxic enough for other users to be inspired to find the stories they need to build their own claims,” Roytman said.
Amit Cohen, a research fellow at the Institute for National Security Studies and an expert in cyberattacks and digital fraud, said that during such events, “there is often a gap between what the public wants to know and the amount of verified information available at that moment.
“That is exactly the kind of environment in which rumors and conspiracy theories can develop very quickly,” she said. “In this case, claims appeared online within a short period of time suggesting that the event did not happen as reported, that the videos were fake, or that the incident was staged or a false flag.
“Posts like these are not necessarily the original source of the conspiracy theory,” she said, “but they can function as ignition points.”
Cohen said it was important to distinguish between those who “deliberately create disinformation and those who spread it.”
“Someone may share misleading content simply because it fits what they already believe, because it provokes a strong emotional reaction, or even because it seems interesting or ‘worth looking into,’” she said. “They do not need to know where the message originated, and they certainly do not need to be part of any coordinated campaign.”
Gal Yavetz, a senior lecturer of Artificial Intelligence at Bar-Ilan University, said the flydubai story was so incredible, it left many people “looking for answers.”
“Inevitably, some people will accept more natural explanations, and others, who are more extreme, will go and blame the Jews for it,” Yavetz said, pointing out that similar conspiracy theories arose over the summer when thousands of Moroccan nationals flooded Spain’s North African enclave of Ceuta in July.
“Every time there is something that we can’t really understand, that we can’t really explain, we blame the usual suspects — the Jews, the Jews who control the world, the Jews who are the natural scapegoat,” he said, adding that since the Oct. 7, 2023, deadly Hamas raids in Israel, conspiracy theories have become commonplace and all it takes is for a handful of people to start questioning the veracity of the events.
Posts by Egyptian-born, LA-based political satirist Bassem Youssef, known for his controversial comments about Israel and Jews, are a good example. In a series of videos, he mocks the flydubai event and raises suspicions about what really happened.
In one clip posted on X and viewed 130,000 times, Youssef, whose career was supercharged in 2012 when he was boosted by Jewish comedian Jon Stewart, even terms it a “Hollywood production,” drawing on what critics say are familiar antisemitic conspiracy tropes about Jewish control of Hollywood and, by extension, the world.
“I wish it was chatbots, but the truth of the matter is that social media is a breeding ground for this kind of discourse,” said Yavetz, who specializes in social media, political communication and the spread of misinformation and disinformation online.
“They are definitely helping to spread and to reshare most of this misinformation and disinformation, but we know from previous studies that it is really just a negligible number compared to just regular people who are going to the more extreme sides and just taking their own outrageous opinions to social media just because it is now so easy to do so,” he said.
“You don’t really need to do much; you just need to make sure that you can stand behind your claims, and all of a sudden an outrageous post will have 1,000 likes, then 10,000 likes, and these comments are just circulating again and again, going from Facebook to WhatsApp to Messenger and back to Twitter with screenshots and back to Instagram… It’s a flood that you can’t really stop by taking out an umbrella,” Yavetz said.
INSS’s Cohen, who is also a national security expert with the Dvorah Forum, a group that promotes women’s voices in foreign policy, said that “conspiracy theories are not new, but the digital environment has changed their speed, scale, and the ability to obscure where a message originally came from.”
She explained that “in the past, there were more intermediaries between the person producing information and a large audience. Today, a single account can post a claim and reach very large audiences within a very short time.”
And, Cohen added, AI has made the problem worse.
“Mainly because it has dramatically reduced the time, cost, and skill required to create convincing content,” she said.
It has also made it harder for people to believe what appears on their screens.
“The problem is no longer only that AI can create fake content that looks real. It also makes it easier to dismiss real content by claiming that it is fake,” said Cohen. “Once the public knows that convincing images, audio, and video can be artificially generated, the existence of visual evidence no longer necessarily ends the debate.”
This article originally appeared on JTA.org.
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