Patriots owner Robert Kraft continues antisemitism fight with new $15M Super Bowl ad campaign

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New England Patriots owner Robert Kraft’s Blue Square Alliance Against Hate, a mission aimed at standing up against Jewish hate, announced a new Super Bowl ad ahead of the game this Sunday in Santa Clara, California.

While Kraft is focused on winning another Super Bowl ring for his franchise, he’s also calling on all Americans to stand up against antisemitism and all forms of hate through a new ad entitled "Sticky Note."

The ad features a young student who is victimized in the halls of his school for being Jewish, with classmates sticking a degrading, antisemitic note on his backpack without him noticing.

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Owner Robert Kraft of the New England Patriots looks on prior to the NFL game between the Patriots and the Buffalo Bills at Highmark Stadium in Orchard Park, New York, on Oct. 5. (Bryan Bennett/Getty Images)

It goes on to show a fellow student silently overlaying the hateful sticky note with one of their own — a blue square. The student also places a similar blue square on his chest and proudly walks alongside the Jewish boy.

"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," Kraft said in a statement.

"The Blue Square serves as a symbol of unity and solidarity and for sisterhood and brotherhood at a time in which we need it