The Robert Kraft Foundation to Combat Antisemitism (FCAS), owned by the Jewish billionaire and New England Patriots owner Robert Kraft is set to return to the Super Bowl on Feb. 9 with an $8 million star-studded ad featuring rapper Snoop Dogg and former New England Patriots quarterback and NFL legend Tom Brady. The ad will conclude with an updated message: “Stand Up to All Hate.”
Last Super Bowl Sunday, FCAS aired a $7 million ad featuring Civil Rights icon and Dr. Martin Luther King Jr.’s speechwriter, Dr. Clarence Jones. The ad highlighted the dangers of staying silent in the face of rising antisemitism, ending with FCAS’s signature blue square and the tagline, “Stand Up to Jewish Hate.”
The ad that will air during the Super Bowl
“We’re asking people… to reevaluate why they hate people,” Kraft said in an interview with CNBC on Monday.
Unlike last year’s spot, this ad does not explicitly mention antisemitism. Instead, it features Snoop Dogg and Brady exchanging vague, exaggerated insults — ”I hate you because you look different,” “I hate you because people I know hate you” — before concluding with the tagline, “The reasons for hate are as stupid as they sound.” Snoop Dogg then remarks, “Man, I hate that things are so bad that we have to do a commercial about it.” Brady agrees.
Over the past year, Kraft has been a leading voice in the fight against antisemitism and has emphasized the importance of strengthening ties between Black and Jewish communities. In April, he donated $1 million to the United Negro College Fund to support Black-Jewish partnership programs at historically Black colleges and universities. In June, he redirected his donations from Columbia University to Yeshiva University, citing concerns over the treatment of Jewish students and faculty during pro-Palestinian protests on Columbia’s campus.
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According to Kraft, both Snoop Dogg and Brady agreed to participate in the ad pro bono when he approached them with the idea. He said he chose them because of their “different backgrounds,” believing their broad appeal would help amplify the message to a wide audience.
“They feel like I do that there’s something going on in this country,” Kraft said. “They both thanked me for putting them together in this situation so they could share this message with the American people.”