Robert Kraft’s Blue Square Alliance Against Hate is returning to Super Bowl Sunday for a third consecutive year with a poignant 30-second spot titled “Sticky Note,” designed to confront the rising tide of antisemitism in American schools.
The commercial features a young Jewish student who is victimized by a classmate. By using sports’ biggest stage to reach an estimated 120 million viewers, Kraft — whose New England Patriots are set to face the Seattle Seahawks in Super Bowl LX — aims to mobilize “unengaged Americans” to speak up.
The ad serves as a centerpiece for the broader #StandUpToJewishHate movement, urging viewers to adopt the blue square as a universal symbol of unity against all forms of bigotry.
Here’s more about Kraft’s commercial and its significance.
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“Sticky note” Super Bowl commercial
Kraft’s 2026 Super Bowl commercial, titled “Sticky Note,” is the centerpiece of a $15 million national campaign by the Blue Square Alliance Against Hate (formerly the Foundation to Combat Antisemitism).
The 30-second spot, directed by Jake Scott, moves away from the celebrity-heavy approach of 2025, which featured Tom Brady and Snoop Dogg, to focus on a grounded, high school setting. This year, A Jewish student is walking through a crowded hallway when a classmate surreptitiously sticks a Post-it note on his backpack that reads “DIRTY JEW.”
Patriots owner Robert Kraft is taking the fight against antisemitism to the Super Bowl.
The Blue Square Alliance Against Hate’s “Sticky Note” ad shows students standing up to Jewish hate in school hallways.
Let’s hope America sees this, and finally understands how severe… pic.twitter.com/ydwSmtWts9
— Hen Mazzig (@HenMazzig) February 5, 2026
A fellow student notices the harassment. In a silent act of allyship, he covers the hateful slur with a blue square sticky note and then places a second blue square on his own chest, walking alongside his peer to show he is not alone.
The commercial ends with a data point that 2-in-3 Jewish teens have experienced antisemitism. This shift toward a youth-focused narrative is intentional; the foundation recently rebranded as the Blue Square Alliance (BSA) in October 2025 to make the “Blue Square” a more universal, recognizable symbol for Gen Z and Millennials.
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The campaign arrives as the organization’s data center reports a “disturbing trend” of young people falling into traps of online misinformation and hate. Kraft, whose New England Patriots are set to play the Seattle Seahawks in Super Bowl LX this Sunday, is using the game’s massive platform to address what he calls the “role of social media” in spreading falsehoods.
“Our mission is to educate and inspire unengaged Americans to stand up to Jewish hate by recognizing that hate of any kind increases hate of all kinds,” Kraft said in a statement posted on the Blue Square Alliance website. “The spot is about education and making sure everyday Americans understand that this is happening in our own hallways.”
The foundation is giving out free blue square pins for anyone who requests them to show their support.
