As the 2026 Super Bowl unfolded, a single image ignited a controversy that resonated through the Jewish community: bullies marked a Jewish student’s locker with a “Dirty Jew” sticky note, leaving him to stand alone. The controversy did not arise from the $15 million price tag of Robert Kraft’s Blue Square Alliance ad or its intended message of bridge-building allyship. Instead, the ad catalyzed a fundamental shift in how Jews perceive their defense, sparking sharp divisions within the community.
Does the Jewish kid need a savior?
The ad’s premise was simple: bullies placed a “Dirty Jew” sticky note on a Jewish high school student’s locker until a taller, cooler Black classmate stepped in and covered it with a blue square. While the creators intended to model “upstander” behavior, the Jewish community reacted swiftly, sharply, and revealingly.
Antisemitism doesn’t look like a 1950s locker
Critics saw a big disconnect. In 2026, people rarely express antisemitism as an old-fashioned slur on a locker. Instead, antisemitism appears as “Zionazi” comments on TikTok, exclusion from progressive groups, and campus protests that turn into harassment. By using an outdated example, many argued the ad reduced today’s antisemitism to a personal bullying issue instead of highlighting it as a larger, systemic problem.
Shifting the Narrative: From Victimhood to Pride
But the biggest change wasn’t just about the words used. It was about how narratives depict Jewish people. Many on social media expressed frustration with the idea of Jews as passive victims. They questioned why the ad depicted the Jewish student as helpless, waiting for someone else to step in and help. This frustration sparked a wave of “counter-ads,” many created with AI, that reimagined the scene. These viral responses replaced the “please don’t hate us” message with one of strength and deterrence. They depicted Jews standing proud, celebrating their heritage, and facing hate with confidence instead of silence. The conversation shifted from asking not to be hated to a lively discussion about Jewish pride.
The “Sticky Note” ad might not have worked as a public service announcement for everyone, but it did something more important: it prompted the Jewish community to reconsider the story it tells about itself. The era of the “quiet Jew” asking for acceptance is giving way to a new generation that values self-reliance and pride in identity.
The discussion no longer centers on asking others to be “allies.” Now, Jews focus on building their own strength, protecting their communities, and shaping their own story.
What’s your view? Was the Super Bowl ad a needed way to reach people who aren’t already involved, or did it miss the chance to address the real challenges Jews face today? Should Jewish advocacy focus on changing minds, or on building strength and deterrence?
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