Robert Kraft, owner of the New England Patriots, has long been vocal about fighting antisemitism. His Foundation to Combat Antisemitism (FCAS) has invested millions into awareness campaigns, and this year, they aired a Super Bowl ad that took a slightly different approach. Instead of focusing solely on antisemitism, the ad aimed to address all forms of hate.
The commercial, “No Reason to Hate,” features Tom Brady and Snoop Dogg, two major cultural icons, hurling absurd reasons at each other for why they hate one another. The ad ends with the message: “The reasons for hate are as stupid as they sound.” Kraft explained that this broader approach was meant to highlight how hate, in general, needs to be confronted—but some in the Jewish community are questioning whether this shift dilutes the urgency of fighting antisemitism specifically.
Many people appreciate Kraft’s commitment to fighting hate, but there’s a lingering concern: by generalizing the issue, is antisemitism being sidelined? Last year’s campaign made direct references to Jewish hate, featuring symbols like the Star of David and imagery related to Jewish persecution. This year, the messaging was softened, opting instead for a more universal appeal.
Some argue that antisemitism needs to be addressed head-on, especially now, when Jewish communities worldwide are seeing an increase in hate incidents. There’s a fear that if the message is too broad, the urgency of fighting antisemitism could get lost in the mix. On the other hand, there’s also an argument to be made that educating a wider audience about hate in general may create more allies in the fight against antisemitism.
For thousands of years, Jews have faced persecution, and history has shown that no amount of public relations campaigns or diplomacy has ever truly erased antisemitism. Many believe that the root of the issue is deeper—something ingrained in human history and tied to the unique role of the Jewish people.
Rather than trying to convince the world to like us, some argue that the most effective response is strengthening Jewish identity itself. When Jews proudly embrace their traditions, study Torah, and invest in their own communities, history has shown that they gain respect and resilience.
If Kraft and other philanthropists truly want to make a lasting difference, perhaps the best place to invest isn’t just in ads but in Jewish education, yeshivas, and strengthening Jewish life from within. When Jewish communities are strong, the impact lasts far beyond a 30-second Super Bowl spot.
There’s no doubt that Robert Kraft’s efforts come from a genuine place, and his commitment to fighting antisemitism is commendable. But it raises an important conversation—what’s the best way to truly combat hate? Is it through broad awareness campaigns, or is it through strengthening Jewish identity and connection to Torah?
While the ad may have aimed to unite people against hate, the real question remains: what’s the most effective way to ensure that Jews are safe, respected, and strong for generations to come? Perhaps the answer isn’t just in changing perceptions—but in strengthening ourselves from within.
