Super Bowl

Robert Kraft’s Blue Square Alliance Against Hate debuts “Sticky Note”

By Reel 360
February 5, 2026

With more than 120 million viewers expected to tune in to the Super Bowl on February 8, Robert Kraft’s Blue Square Alliance Against Hate is once again using sports’ biggest stage to confront one of the nation’s most urgent issues. The organization will debut a new Super Bowl spot, “Sticky Note,” as part of its flagship #BlueSquare🟦 campaign, urging Americans to stand up to antisemitism and all forms of hate wherever and whenever they encounter it.

The new spot arrives amid a troubling rise in antisemitism and faith-based hate nationwide. According to the Alliance’s state-by-state assessment, 58 percent of American adults believe antisemitism is not an issue, and only 32 percent say they would speak up when witnessing antisemitism — a decline from 2023. In 2025 alone, hate-driven attacks targeted Jewish communities in Colorado and Washington, D.C., a Catholic church in Minneapolis, and a Mormon temple in Michigan.

Created by VML and directed by Jake Scott, “Sticky Note” tells a quiet but powerful story set in a school hallway. A young Jewish student is unknowingly targeted when classmates place a degrading antisemitic note on his backpack. The moment shifts when another student intervenes, covering the hateful message with a Blue Square, placing one on his own chest, and walking beside the boy in a simple but profound act of allyship. Since its introduction in 2023, the Blue Square has become a widely recognized symbol of standing up to antisemitism and other forms of hate, with more than five million Blue Square pins now in circulation worldwide. Watch bei=low:

“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,” said Robert Kraft, Founder of the Blue Square Alliance Against Hate. “The Blue Square serves as a symbol of unity and solidarity and for sisterhood and brotherhood at a time in which we need it most. Through our new #BlueSquare🟦 ad, we hope to inspire people across the country to come together, speak out, and reject hate and bigotry in all forms.”

“Hate will not be defeated unless we take it upon ourselves to stand up to it,” shared Adam Katz, President of the Blue Square Alliance Against Hate. “Our mission at the Blue Square Alliance Against Hate is simply that: to inspire Americans to stand up to hate in their own communities, online, and wherever they see it. With this ad, we’re reaching hundreds of millions of Americans and encouraging them to take up this collective mission. Together, we can defeat hate in America in all its forms.”

The Blue Square symbol was originally created to represent the small percentage of Jewish people in the United States who disproportionately face hate crimes. It has since evolved into a broader visual pledge of allyship, encouraging people to speak out against antisemitism and all forms of bigotry. The Alliance has continued to build on this work with prior Super Bowl campaigns, including “Silence” in 2024, “No Reason to Hate” featuring Tom Brady and Snoop Dogg in 2025, and “When There Are No Words,” which reintroduced the symbol last October. Media planning and buying for the campaign is handled by WPP Media.

Beyond the Super Bowl, the Blue Square Alliance Against Hate has earned recognition from Cannes Lions, Ad Age’s Creativity Awards, the Effie Awards, and other major industry honors. The organization has expanded Blue Square’s presence across prime-time television, daytime talk shows, and narrative-driven spots such as “Tony,” which depicted a man painting over antisemitic graffiti on his Jewish neighbor’s garage door.

Over the past year, the Alliance has also broadened its on-the-ground impact. New initiatives include a 14-stop nationwide “Unity Dinner” tour in partnership with UNCF and Hillel International, bringing Black and Jewish students together on college campuses to rebuild historical bonds and strengthen mutual support. The organization also partnered with the Appeal of Conscience Foundation on “Stand Up Sunday,” an interfaith initiative that mobilized hundreds of thousands of congregants nationwide to denounce antisemitism and faith-based hate.

Backed by a $15 million media buy spanning television, social, YouTube, and billboards, the “Sticky Note” campaign aims to extend its message well beyond Super Bowl Sunday. Individuals can request a Blue Square pin and learn more by visiting bluesquarealliance.org.

CREDITS:

BRAND: Robert Kraft’s Blue Square Alliance Against Hate

AGENCY: VML