In a powerful move to address the alarming rise in antisemitic incidents, the Foundation to Combat Antisemitism (FCAS) is set to make its Super Bowl debut with a 30-second commercial.
The #StandUpToJewishHate campaign, initiated last March, will take center stage in the high-profile spot, aiming to reach a wide audience and raise awareness about the pressing issue.
Founded in 2019 by Robert K. Kraft, CEO of the Kraft Group and owner of the New England Patriots football team, the FCAS has been dedicated to combating antisemitism through various initiatives. The #StandUpToJewishHate campaign, backed by a $25 million marketing push, introduced the iconic blue square symbol.
This symbol visually represents the disparity between the small size of the Jewish population in the U.S. and the disproportionately large number of religious-based hate crimes against them. The campaign encourages action against antisemitism and celebrates those who speak out against it.
Tara Levine, President of the FCAS, emphasized the importance of spreading the message of standing up to Jewish hate, stating, “This message that we put together of standing up to Jewish hate is even more important now, and that’s why we wanted to reach the largest audience possible on the biggest stage possible.” She highlighted the role of sports, especially the Super Bowl, as a platform where people come together, transcending age and background.
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While details about the agency partners behind the Super Bowl spot remain undisclosed, the FCAS aims to leverage the massive reach of the event to extend its message. The organization had previously collaborated with WPP’s Wunderman Thompson on creative and Mindshare for media duties during the #StandUpToJewishHate campaign’s debut. Wunderman Thompson is now part of VML.
The FCAS’s decision to air its Super Bowl commercial comes amid the ongoing Israel-Hamas War in Gaza and a disturbing surge in antisemitism. Citing data from the Anti-Defamation League, the FCAS highlighted a nearly 400% increase in reported antisemitic incidents in the U.S. from October 7 through January 7 compared to the same period the previous year. The organization also noted significant spikes in antisemitic Google search phrases and online posts.
Robert K. Kraft expressed the urgency of taking action against the rise in hate, stating that the emotive Super Bowl ad would showcase examples of how people can #StandUpToJewishHate and inspire more individuals to join the fight against all forms of hate.
“With the horrific rise in Jewish hate and all hate across our nation, we must stand up and take urgent action now,” said Kraft, in a statement, noting that the “emotive” Super Bowl ad will “showcase examples of how people can #StandUptoJewishHate and inspire more people to join the fight against all hate.”
The FCAS plans to amplify the campaign on social media platforms and through its extensive network of nearly 200 national partners, ensuring that the impactful message resonates far beyond the Super Bowl commercial airtime.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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