Overview
- Blue Square Alliance aired a 30‑second Super Bowl spot, “Sticky Note,” depicting a student targeted with a slur and an ally covering it with a blue square, ending with the message that two in three Jewish teens have experienced antisemitism.
- The commercial anchors a reported $15 million multi‑platform push, with additional placements planned during the Winter Olympics, and promotes the blue square as a unifying symbol against hate.
- Blue Square defends using the phrase “Dirty Jew,” citing roughly 500 million social‑media impressions since 2023 and a 174% rise in its usage, and says the ad was refined through focus groups of mostly non‑Jewish Gen Z and millennial viewers.
- The Anti‑Defamation League ran an independent randomized test on Feb. 5–6 and reported that viewers who saw the ad were more likely to view antisemitism as a serious problem and to say they would interrupt antisemitic remarks.
- Jewish community critics argue the spot is overly victim‑focused or sidesteps Israel‑related hostility, as educators highlight the need for sustained school‑level support, and generative‑AI remixes have rapidly broadened the debate with alternative versions of the ad.