Writer sees red over Robert Kraft's Blue Square Alliance Super Bowl ad

New England Patriots owner Robert Kraft discusses the messaging of the Blue Square Alliance as antisemitism rises in the U.S.

Robert Kraft’s Blue Square Alliance Against Hate antisemitism ad faced criticism from a columnist on Thursday.

The ad called on Americans to stand up against antisemitism and all forms of hate through the "Sticky Note" campaign. The commercial featured 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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New England Patriots owner Robert Kraft before the 2026 AFC Championship Game at Empower Field at Mile High on Jan. 25, 2026. (Ron Chenoy/Imagn Images)

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

Tablet Magazine’s Liel Leibovitz appeared to be seeing more red than blue. He wrote that Kraft would "go down in history as having created the single most embarrassing, idiotic, abominable, counterproductive, no good, very bad ad in the big game’s history."

Leibovitz went on to compare Kraft’s push to raise awareness about stopping hate against Jews to the Black Lives Matter movement. He wrote that the New England Patriots owner "thought it was a swell idea to promote precisely the same spineless brand of clicktivism that embodied the worst of the #BLM moral panic days."

Owner Robert Kraft introduces Mike Vrabel as head coach of the New England Patriots during a press conference at Gillette Stadium in Foxborough, Massachusetts, on Jan. 13. (Billie Weiss/Getty