Overview
- The 30-second spot, previewed ahead of Super Bowl LX, will air as part of a national buy spanning TV, social media, YouTube, and billboards that Kraft says will reach more than 120 million people.
- Set in a school hallway, the ad shows a student finding a note reading “Dirty Jew” on his backpack before a classmate covers it with a blue square sticker and offers support.
- On-screen text cites a 2024 ADL/BBYO finding that two in three Jewish teens have experienced antisemitism, with additional campaign data highlighting Gen Z exposure and low public willingness to speak up.
- Blue Square’s own recent assessment reports that 58% of adults say antisemitism is not an issue and only 32% would speak up when they encounter it.
- This is the organization’s third consecutive Super Bowl placement following 2024 and 2025 ads, and it follows a 2025 rebrand from the Foundation to Combat Antisemitism to Blue Square Alliance Against Hate.