Anti-semitism is surging throughout the world. In Sydney, cars are being set on fire, graffiti is being sprayed, abuse is being hurled. A white supremacist online network has received unprecedented counter-terrorism sanctions while Australia awaits a full government response.
In the US, the Foundation to Combat Antisemitism (FCAS)is taking its plea to the Super Bowl. The organisation launching its second-ever Super Bowl campaign, No Reason to Hate, that emphasises that when we break down the reasons behind hate, they are not only disturbing, but they are also, often, simply stupid.
The Super Bowl commercial stars football legend, Tom Brady and cultural icon, Snoop Dogg, in an ugly face-off. It encourages people from all walks of life to look at why we hate, whether it’s hating someone for the way they pray, act, look, or simply because they are different. The message for viewers is “Let’s unite against hate in all its forms”. The commercial intends to be a call to action, urging viewers to take a hard look at the often ridiculous and overinflated reasons why they decided to “hate” someone in the first place and to stand up against this hate.
“Through the Foundation to Combat Antisemitism’s Stand Up to Jewish Hate and All Hate Blue Square campaign, we’ve made great strides in encouraging people from all walks of life to believe in the power of unity to combat hate,” said Robert Kraft, founder of the Foundation to Combat Antisemitism in a statement. “This year, we’re proud to bring together my friends, Tom Brady and Snoop Dogg, in our No Reason to Hate Super Bowl campaign. Their shared commitment to this cause speaks to the strength of and amplifies the Foundation’s continued message: no matter where we come from, there is no place for hate in our world. Together, with their leadership, we’re reminding everyone that the fight against hate is a fight we can all win.”
Tom Brady commented, “This Super Bowl, football is on my mind, but so is something even bigger – building a world where hate has no place. The No Reason to Hate campaign isn’t just a message; it’s a movement. I’m proud to be a part of it, and I hope you’ll join us.”
Snoop Dogg added, “It doesn’t matter what your background is, what you look like or where you come from, hate is never the answer. It’s time we all start seeing it for what it is and together, take a stand against hate.”
No Reason to Hate ends with the message, “The reasons for hate are as stupid as they sound”, with Snoop concluding, “Man, I hate that things are so bad, we have to do a commercial about it,” and Brady responding, “Me, too.”
No Reason to Hate follows FCAS’s debut Super Bowl ad, Silence, in 2024. This featured Dr Clarence B. Jones, a prominent civil rights leader and key figure in the drafting of Dr. Martin Luther King Jr’s I Have a Dream speech, and presented a powerful reminder of the need to speak out against hate and injustice.
The full campaign includes a first-ever, all-encompassing Unity Summit at the Xavier University of Louisiana (XULA) on Friday, February 7, an extension of the Unity Series that kicked off across the US in 2024, bringing together historically black colleges (HBCUs) and predominantly white institutions to develop social change initiatives and continuously improve the Black-Jewish alliance.
FCAS is also partnering with several creators, athletes and sports figures such as @carlyweinstein, @tiannarobillard and @erinandrews to develop social content, alongside a newly announced multi-year partnership with Jubilee, a digital-media company known for pushing boundaries and tackling taboos, with a focus on unity and creating human connection. The Unity Summit, creator efforts and Jubilee partnership highlight FCAS’s commitment to passing the mic to younger audiences who are passionate about combating hate.
