Foundation to Combat Antisemitism Super Bowl spot with Tom Brady and Snoop Dogg

After releasing a teaser hinting at the direction of its upcoming Super Bowl spot—its second consecutive Big Game appearance—the Foundation to Combat Antisemitism revealed the final 30-second campaign that will be broken into two 15-second spots. In the spot, Snoop Dogg and Tom Brady trade jabs about different reasons each hates the other. “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.” Super Bowl commercials Tracking the latest brand and agency plans Click here The campaign comes as the federal government dismantles diversity equity and inclusion programs and businesses pull back on their previous DEI efforts. The FCAS campaign will include hosting a Unity Summit at Xavier University of Louisiana on Friday, in continuation of the group’s Unity Dinners, which started last year and bring together historically black colleges with predominantly white institutions to improve Black-Jewish relations. The summit will include panels and speeches from the likes of Jake Retzlaff, a Brigham Young University quarterback, Leonard Fournette, an NFL running back, Greg Joseph, an NFL kicker, Dearica Hamby, a forward with the Los Angeles Sparks, Nancy Lieberman, a basketball hall of famer, as well as Kraft himself. The FCAS has worked with creators such as Carly Weinstein and Erin Andrews to amplify the effort on social media.

Watch Foundation to Combat Antisemitism’s Super Bowl ad with Tom Brady and Snoop Dogg

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