Blue Square Alliance Against Hate debut sticky note campaign
This Super Bowl ad which calls on Americans to stand up to hate comes amid rise in hate crimes nationwide.
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With more than 120 million viewers expected to tune into the Super Bowl on Sunday, Robert Kraft’s Blue Square Alliance Against Hate announced a new Super Bowl ad set to air during the game.
Part of the organisation’s flagship #BlueSquare campaign, Sticky Note calls on all Americans to stand up to antisemitism and all forms of hate, wherever and whenever they see it.
Created by VML and directed by Jake Scott, Sticky Note features a young student who is victimized in the halls of his school for being Jewish when his classmates stick a degrading, antisemitic note on his backpack without him seeing. In a show of empathy and allyship, a fellow student silently overlays the note with a Blue Square, places another on his chest, and proudly walks alongside the Jewish boy. Since its unveiling in 2023, the Blue Square has become a symbol of standing up to antisemitism and hate of all kinds. There are five million Blue Square pins currently in circulation worldwide.
The ad comes amid nationwide spikes in antisemitism and faith-based hate. The Alliance’s state-by-state assessment shows that 58% of American adults believe that antisemitism is not an issue and only 32% said they would speak up in the face of antisemitism, a decrease from 2023. In 2025, hate manifested with disturbing attacks across the nation that have victimized Jewish people in Colorado and Washington, D.C., a Catholic church in Minneapolis, and most recently, a Mormon temple in Michigan.
Credits
View on- Agency VML/New York
- Production Company RSA Films/USA
- Director Jake Scott | (Director)
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Credits
View on- Agency VML/New York
- Production Company RSA Films/USA
- Director Jake Scott | (Director)
- Executive Producer/President Luke Ricci
- Executive Producer Buddy Brakha
- Head of Production Sarah Morrison
- Associate Producer Logan Alexander
- Executive Producer Paul Norman
- Editing Union Editorial
- Post Managing Director Caryn MacLean
- Executive Post Producer Melissa Lubin
- Head of Post Production Lily Hartmann
- Editor Marco Perez
- Assistant Editor Nico Gilmore
- Color Color Collective
- Color Producer Claudia Guevara
- Colorist Alex Bickel
- Sound Design Midnight Snack (In House at Heard City)
- Sound Designer Eric Warzecha
- Audio Post Heard City
- Audio Managing Partner Gloria Pitagorsky
- Executive Audio Producer Liana Rosenberg
- Senior Audio Producer B Munoz
- Senior Audio Producer Nick Duvarney
- Audio Producer Dylan Stetson
- Audio Mixer/Sound Designer Philip Loeb
- Assistant Audio Mixer/Sound Designer Zoltan Monori
- Assistant Audio Mixer Virginia Wright
- Assistant Audio Mixer Chloe Discala
- Music JSM Music
- Music CEO/Chief Creative Officer/Composer Joel Simon
- Executive Music Producer/Vice President Jeff Fiorello
- Senior Music Producer Norm Felker
- Senior Music Producer Andrew Manning
- Music Producer Sharon Cha
- Global Chief Creative Officer Debbi Vandeven
- Chief Creative Officer Tom Murphy
- Executive Creative Director Susan Golkin
- Executive Creative Director Nicolas Romano
- Group Creative Director Duc Nguyen
- Global Head of Production (HP) Greg Lotus
- Senior Producer Dan Bradbury
- Executive Music Producer Paul Greco
- Associate Music Producer Karli James
- Production Designer Bill LeBlanc
- DP Trent Opaloch
- Assistant Post Producer Francesca Raimondi
- Composer Vlad Berkhemer
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Credits
powered by- Agency VML/New York
- Production Company RSA Films/USA
- Director Jake Scott | (Director)
- Executive Producer/President Luke Ricci
- Executive Producer Buddy Brakha
- Head of Production Sarah Morrison
- Associate Producer Logan Alexander
- Executive Producer Paul Norman
- Editing Union Editorial
- Post Managing Director Caryn MacLean
- Executive Post Producer Melissa Lubin
- Head of Post Production Lily Hartmann
- Editor Marco Perez
- Assistant Editor Nico Gilmore
- Color Color Collective
- Color Producer Claudia Guevara
- Colorist Alex Bickel
- Sound Design Midnight Snack (In House at Heard City)
- Sound Designer Eric Warzecha
- Audio Post Heard City
- Audio Managing Partner Gloria Pitagorsky
- Executive Audio Producer Liana Rosenberg
- Senior Audio Producer B Munoz
- Senior Audio Producer Nick Duvarney
- Audio Producer Dylan Stetson
- Audio Mixer/Sound Designer Philip Loeb
- Assistant Audio Mixer/Sound Designer Zoltan Monori
- Assistant Audio Mixer Virginia Wright
- Assistant Audio Mixer Chloe Discala
- Music JSM Music
- Music CEO/Chief Creative Officer/Composer Joel Simon
- Executive Music Producer/Vice President Jeff Fiorello
- Senior Music Producer Norm Felker
- Senior Music Producer Andrew Manning
- Music Producer Sharon Cha
- Global Chief Creative Officer Debbi Vandeven
- Chief Creative Officer Tom Murphy
- Executive Creative Director Susan Golkin
- Executive Creative Director Nicolas Romano
- Group Creative Director Duc Nguyen
- Global Head of Production (HP) Greg Lotus
- Senior Producer Dan Bradbury
- Executive Music Producer Paul Greco
- Associate Music Producer Karli James
- Production Designer Bill LeBlanc
- DP Trent Opaloch
- Assistant Post Producer Francesca Raimondi
- Composer Vlad Berkhemer
“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,” said 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 was created to represent the small percentage of Jewish people in the U.S. who disproportionately face hate crimes, serving as a visual pledge to speak out against antisemitism and other bigotry. The Blue Square has since emerged as a powerful symbol for demonstrating allyship, ensuring that people around the world can show kindness and support to the Jewish community. The Blue Square Alliance Against Hate’s most recent campaign, in October, re-established the #BlueSquare with the powerful ad, When There Are No Words. The Blue Square Alliance launched unveiled No Reason to Hate featuring Tom Brady and Snoop Dogg during the 2025 Super Bowl, and debuted Silence during the 2024 Super Bowl. WPP Media is the media planning and buying agency for the Blue Square Alliance.
