Blue Square Alliance Calls on Americans to Stand Up to Hate in Super Bowl Spot

With more than 120 million viewers expected to tune into the Super Bowl on Sunday, Robert Kraft’s Blue Square Alliance Against Hate unveiled a new Super Bowl ad set to air during the game. Part of the organisation’s flagship #BlueSquare🟦 campaign, 'Sticky Note' calls on all Americans to stand up to antisemitism and all forms of hate — wherever and whenever they see it.

Created by VML and directed by Jake Scott, 'Sticky Note' features a young student who is victimised in the halls of his school for being Jewish when his classmates stick a degrading, antisemitic note on his backpack without him seeing. In a show of empathy and allyship, a fellow student silently overlays the note with a Blue Square, places another on his chest, and proudly walks alongside the Jewish boy.

Since its unveiling in 2023, the Blue Square has become a symbol of standing up to antisemitism and hate of all kinds. There are five million Blue Square pins currently in circulation worldwide.

The ad comes amid nationwide spikes in antisemitism and faith-based hate. The Alliance’s state-by-state assessment shows that 58% of American adults believe that antisemitism is not an issue and only 32% said they would speak up in the face of antisemitism, a decrease from 2023. In 2025, hate manifested with disturbing attacks across the nation that have victimised Jewish people in Colorado and Washington, D.C., a Catholic church in Minneapolis, and most recently, a Mormon temple in Michigan.

“For the third straight year, the Blue Square Alliance Against Hate is proud to show up on sports’ biggest stage and speak directly to more than 120 million Americans with an urgent message: stand up for each other and stand up to hate wherever you see it,” said Robert Kraft, founder of the Blue Square Alliance Against Hate. “The Blue Square serves as a symbol of unity and solidarity and for sisterhood and brotherhood at a time in which we need it most. Through our new #BlueSquare🟦 ad, we hope to inspire people across the country to come together, speak out, and reject hate and bigotry in all forms."

“Hate will not be defeated unless we take it upon ourselves to stand up to it,” said Adam Katz, president of the Blue Square Alliance Against Hate. “Our mission at the Blue Square Alliance Against Hate is simply that: to inspire Americans to stand up to hate in their own communities, online, and wherever they see it. With this ad, we’re reaching hundreds of millions of Americans and encouraging them to take up this collective mission. Together, we can defeat hate in America in all its forms.”

The Blue Square (#🟦) was created to represent the small percentage of Jewish people in the U.S. who disproportionately face hate crimes, serving as a visual pledge to speak out against antisemitism and other bigotry. The Blue Square has since emerged as a powerful symbol for demonstrating allyship, ensuring that people around the world can show kindness and support to the Jewish community. The Blue Square Alliance Against Hate’s most recent campaign, in October, re-established the #BlueSquare🟦 with the powerful ad, 'When There Are No Words'. The Blue Square Alliance launched unveiled 'No Reason to Hate' featuring Tom Brady and Snoop Dogg during the 2025 Super Bowl, and debuted 'Silence' during the 2024 Super Bowl. WPP Media is the media planning and buying agency for the Blue Square Alliance.

In addition to its Super Bowl work, Blue Square Alliance has been recognised by Cannes Lions International Festival of Creativity, Ad Age’s Creativity Awards, the Effie Awards (which honour marketing effectiveness), and other top media and marketing industry honours, which has gone beyond sports to integrate the symbol during prime time broadcast entertainment such as 'The Voice' and daytime talk shows. A series of narrative tv spots such as 'Tony' centred on a man painting over antisemitic graffiti on his Jewish neighbor’s garage door contributed to these wins.

Over the past year, the Blue Square Alliance Against Hate has expanded programming to directly target unengaged Americans nationwide with a growing coalition of partners committed to defeating hate. This year, the Blue Square Alliance is partnering with UNCF and Hillel International on a 14-stop nationwide 'Unity Dinner' tour, bringing together Black and Jewish students to bring the #BlueSquare🟦 directly to college campuses. During these dinners, students come together to break bread, rebuild the historical bonds between the two communities, and recognise how they can support each other and work together to fight against all forms of hate. In September, it partnered with the Appeal of Conscience Foundation to facilitate 'Stand Up Sunday', an interfaith effort bringing together hundreds of thousands of congregants across the nation to denounce antisemitism and all faith-based hate.

The campaign’s $15 million ad buy will reach Americans through television, social media, YouTube, and billboards over the next few months. Individuals can request a Blue Square pin by visiting here.