Overview
- The ad portrays a Jewish student finding a slur on his backpack before a classmate covers it with a blue square and a closing statistic states that two in three Jewish teens have experienced antisemitism.
- Blue Square Alliance says the message will run during the Super Bowl and the Winter Olympics as part of a $15 million effort that also includes billboards and social media.
- This is the third consecutive Super Bowl placement from the nonprofit founded by Kraft, which rebranded in October from the Foundation to Combat Antisemitism and promotes the blue square as a symbol of allyship.
- After criticism that last year’s celebrity spot was too vague, this year’s campaign adopts a more direct depiction of antisemitic incidents and bystander intervention.
- Industry estimates put the Super Bowl airtime at roughly $8 million for the 30-second commercial.