“I hate you because we’re from different neighborhoods,” Snoop begins as Brady retorts, “I hate you cause you look different.” The verbal attacks continue before text reads, “The reasons for hate are as stupid as they sound.” The spot directs viewers to the organization’s blue square hashtag #StandUpToAllHate.
VML was the creative agency behind the new campaign; Mindshare handled media buying.
Last year was the first time the foundation, which was founded in 2019 by Robert K. Kraft, CEO of the Kraft Group and owner of the New England Patriots, ran a Super Bowl spot. Called “Silence,” that effort featured Dr. Clarence B. Jones, a draft speech writer who helped Martin Luther King Jr. with his “I Have a Dream” speech.
Kraft and Brady have a long-standing relationship; Brady was the Patriot’s quarterback for 20 seasons and won six Super Bowls with the team.
“This year, we’re proud to bring together my friends, Tom Brady and Snoop Dogg, in our No Reason to Hate Super Bowl campaign,” Kraft said in a statement. “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.”