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Why the Super Bowl antisemitism ad uses a familiar slur
To the editors:
The sticky note cruelly slapped on a high school student’s backpack didn’t have to say “Dirty Jew.”
It could have been any one of dozens of other antisemitic slurs, and believe me, throughout my life and current line of work, I’ve seen and heard them all. At the Blue Square Alliance Against Hate, our Command Center closely tracks the spread of antisemitism online, in all its pernicious forms.
In his piece for the Forward about our new Super Bowl ad, PJ Grisar argues that the ad misses the mark by using “Dirty Jew,” characterizing it as old-fashioned and out of touch with the heavily coded, meme-driven ways students typically express antisemitism today.
We’ve seen all of those slurs gaining traction among younger people that Grisar gave as examples of how kids hate today.
But we didn’t pull “Dirty Jew” out of the history books. In creating the ad, the Blue Square Alliance made a conscious decision to follow the research. Our decisions are based on data, from the one billion social media posts we analyze daily, to our semi-annual 7,000-participant survey on American sentiment toward Jews and antisemitism, to our multi-stage audience testing that is foundational to our creative development.
Here’s the hard data: With nearly 500 million social media impressions since 2023, “Dirty Jew” is a slur that has managed to penetrate all corners of American discourse. Worse yet, its usage online has increased by 174% in the past three years, growing at a significantly higher rate than other slurs. And sadly, the last few years have seen more than a few disturbing and real incidents of the scenario in the ad play out in real life. In U.S. high schools. Right now. Not 1950.
This data-guided approach drove our selection of “Dirty Jew” among all the possible antisemitic slurs as the one to appear on the sticky note. Even though at first glance this phraseology may seem dated, it’s actually timeless and ubiquitous — scarily — and is even outpacing other slurs in frequency of use.
So, whether you’re a Boomer, Millennial or Gen Z, there’s no subtlety to what this ad is showing you: this is antisemitism, pure and simple. And, as Grisar acknowledges in his piece, the challenge of storytelling within a 30-second ad window requires a clear, unambiguous message. In that short time, clarity beats complexity.
It was also important to us to use the high school setting and focus our ad on a younger demographic because that is where we have seen the most concerning trends in antisemitism data. Our most recent survey data shows that Gen Z is three times more likely to witness antisemitism than older generations, and yet nearly twice as likely to say it is not a problem.
At the heart of this campaign is Blue Square Alliance’s dedication to addressing another data point: more than 100 million Americans say they are unengaged in the collective effort to stand up against anti-Jewish hate. We have spent the past few years closely studying this segment, and our surveys show that unengaged Americans often don’t know Jewish Americans, they aren’t familiar with antisemitism (their news feeds and social feeds don’t share the awful stories that we all know too well), and they don’t think antisemitism is a significant problem. Importantly, they don’t feel personal or societal pressure to be an ally.
That’s exactly why we’re using the Super Bowl — a cultural touchstone for the entire country — to raise awareness and model allyship. We test all of our ads, including “Sticky Note” and our earlier ads like “Tony,” specifically with this target audience. What we’re seeing is promising.
Among the unengaged, exposure to our messaging measurably shifts attitudes: viewers become 36% more familiar with recent antisemitic incidents and 41% more likely to see antisemitism as a major problem in the United States. And the impact doesn’t stop at awareness — it moves people to act. After seeing our ads, unengaged viewers are 27% more likely to say they would speak up when they witness antisemitism.
And our work to cultivate allies extends far beyond the television screen. We complement our social media, outdoor and audio campaigns with on-the-ground bridge-building to strengthen connections with Americans across communities and reach those who have not yet been meaningfully involved in this issue. Over the past year, we’ve expanded our programs to bring more people into the conversation, like our partnership with UNCF and Hillel International, now on a 14-stop “Unity Dinner” tour, to connect Black and Jewish students on campuses nationwide. And last fall, we joined with the Appeal of Conscience Foundation to launch “Stand Up Sunday,” an interfaith effort that mobilized hundreds of thousands of congregants across the nation to reject antisemitism and all faith-based hate.
Our founder, Robert Kraft, created the Blue Square Alliance Against Hate in 2019 because he recognized that reversing the rise in antisemitism would require both awareness and empathy.
With “Sticky Note,” we’re showing what it means to be an upstander and giving Americans a clear, accessible way to step off the sidelines. We won’t simply win over the unengaged through displays of toughness and bravado alone, as some people have suggested. To reach the unengaged majority, you have to meet them where they are — not where we, as a deeply committed Jewish community, already stand.
The post Why the Super Bowl antisemitism ad uses a familiar slur appeared first on The Forward.
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Iran’s Guards Will View Military Vessels Approaching Strait as Ceasefire Breach
FILE PHOTO: A map showing the Strait of Hormuz is seen in this illustration taken March 23, 2026. REUTERS/Dado Ruvic/Illustration/File Photo
Iran’s Revolutionary Guards said on Sunday that any military vessels attempting to approach the Strait of Hormuz will be considered a violation of the two-week US ceasefire and be dealt with harshly and decisively.
The strait is under the control and “smart management” of Iran’s Navy, the Guards said in a statement reported by Iranian state media, adding it is “open for the safe passage of non-military vessels in accordance with specific regulations.”
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Iran Rejected US Demand to Stop Funding Proxies, and Halt Uranium Enrichment During Talks
FILE PHOTO: The atomic symbol and the Iranian flag are seen in this illustration, July 21, 2022. REUTERS/Dado Ruvic/Illustration/File Photo
i24 News – Iran has rejected core US demands in recent negotiations, including an end to uranium enrichment, the dismantling of major nuclear facilities, and a halt to support for regional terrorist groups, according to a senior US official speaking to Reuters.
The official also said that Tehran refused to end backing for Hamas, Hezbollah, and the Houthis, as well as calls to fully open the strategically vital Strait of Hormuz, underscoring deep divisions that continue to stall diplomacy.
The failed talks come as assessments from officials and experts suggest that Iran’s nuclear program has remained largely resilient despite five weeks of intense US and Israeli strikes.
According to reporting from The Wall Street Journal, that while the campaign did cause significant damage to research facilities and parts of Iran’s enrichment infrastructure, the strikes appear to have stopped short of eliminating Iran’s most sensitive capabilities.
Iran likely retains operational centrifuges and access to a heavily fortified underground enrichment site, preserving the technical foundation of its program.
A critical concern for Western officials is Iran’s continued possession of an estimated 1,000 pounds of near-weapons-grade uranium. The International Atomic Energy Agency has reported that roughly half of this stockpile is stored in reinforced containers within tunnels beneath the Isfahan nuclear complex.
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Trump Vows to Blockade Strait of Hormuz After Iran Peace Talks Fail to Yield Agreement
Pakistan’s Prime Minister Shehbaz Sharif meets with Iranian Parliament Speaker Mohammad Bagher Ghalibaf, as delegations from the United States and Iran are expected to hold peace talks, in Islamabad, Pakistan, April 11, 2026. Office of the Iranian Parliament Speaker/WANA (West Asia News Agency)/Handout via REUTERS
President Donald Trump said on Sunday the US Navy would start blockading the Strait of Hormuz, raising the stakes after marathon talks with Iran failed to reach a deal to end the war, jeopardizing a fragile two-week ceasefire.
Trump also said in a post on Truth Social that the US would take action against every vessel in international waters that had paid a toll to Iran, and begin destroying mines that he said the Iranians had dropped in the strait, a choke point for about 20% of global energy supplies that Iran has blocked.
Iran’s Revolutionary Guards responded with a statement warning that military vessels approaching the strait will be considered a ceasefire breach and dealt with harshly and decisively, underlining the risk of a dangerous escalation.
“Effective immediately, the United States Navy, the Finest in the World, will begin the process of BLOCKADING any and all Ships trying to enter, or leave, the Strait of Hormuz,” Trump said in his Truth Social post.
“I have also instructed our Navy to seek and interdict every vessel in International Waters that has paid a toll to Iran. No one who pays an illegal toll will have safe passage on the high seas,” Trump added.
“Any Iranian who fires at us, or at peaceful vessels, will be BLOWN TO HELL!” he added.
Six weeks of fighting has killed thousands, roiled the global economy and sent oil prices soaring as Iran prevented traffic through the strait.
MORE NEGOTIATIONS?
In an interview with Fox News after his post about the strait, Trump said that he believed Iran would continue to negotiate and called the weekend discussions “very friendly.”
“I do believe they’re going to come to the table on this, because nobody can be so stupid as to say, ‘We want nuclear weapons,’ and they have no cards,” Trump told Fox News from his golf course near Miami, Florida.
Trump also said that NATO allies, whom he has criticized for failing to back the war he launched along with Israel on February 28, wanted to help with the operation in the strait.
There was no immediate comment from Washington’s allies.
The weekend talks in Islamabad, which followed the announcement of a ceasefire last Tuesday, were the first direct US-Iranian meeting in more than a decade and the highest-level discussions since the 1979 Islamic Revolution.
“The bad news is that we have not reached an agreement, and I think that’s bad news for Iran much more than it’s bad news for the United States of America,” said Vice President JD Vance, who headed the US delegation.
A US official said Iran had rejected Washington’s call for an end to all uranium enrichment, the dismantling of all major enrichment facilities and the transfer of highly enriched uranium. The two sides also failed to reach agreement on the US demand that Iran cease funding for Hamas, Hezbollah and the Houthis as well as fully open the strait, the official added.
Iran’s Parliamentary Speaker Mohammad Baqer Qalibaf, who led his country’s delegation along with Foreign Minister Abbas Araqchi, blamed the US for not winning Tehran’s trust, despite his team offering “forward-looking initiatives.”
Iran’s President Masoud Pezeshkian, who discussed the talks in a call with Russian President Vladimir Putin, said Tehran wanted “a balanced and fair agreement.”
“If the United States returns to the framework of international law, reaching an agreement is not far off,” he told Putin, Iranian state media reported.
ISRAEL CONTINUES BOMBING LEBANON
Iran’s semi-official Tasnim news agency said “excessive” US demands had hindered reaching a deal. Other Iranian media said there was agreement on a number of issues, but the strait and Iran’s nuclear program were the main sticking points.
Despite the stalemate, three supertankers fully laden with oil passed through the Strait of Hormuz on Saturday, shipping data showed, in what appeared to be the first vessels to exit the Gulf since the ceasefire deal.
Israel has continued bombing Tehran-backed Hezbollah terrorists in Lebanon, insisting – along with Washington – that that conflict was not part of the Iran-US ceasefire. Iran says the fighting in Lebanon must stop.
The Israeli military said it struck Hezbollah rocket launchers overnight into Sunday and black smoke could be seen rising in the southern suburbs of the Lebanese capital Beirut.
And in Israeli villages near the border, air raid sirens sounded, warning of incoming rocket fire from Lebanon.