EMERGENCY MINI-POD! Behind Robert Kraft’s Blue Square Super Bowl Ad with Org President Adam Katz
Being Jewish with Jonah Platt
Jonah Platt
4.9 • 1.3K Ratings
🗓️ 11 February 2026
⏱️ 38 minutes
🧾️ Download transcript
Summary
In this special emergency episode, host Jonah Platt interviews Adam Katz, president of the Blue Square Alliance Against Hate. They discuss the purpose and strategy behind the $15 million 2026 Super Bowl ad aired by the organization, founded by Patriots’ owner Robert Kraft. The discussion covers the ad's target audience, primarily the unengaged Americans oblivious to the severity of antisemitism. Adam explains the rigorous data-driven process behind creating and testing the ad and addresses varying reactions and criticisms from the Jewish community.
The episode also explores the effectiveness and future direction of the organization’s campaign to combat Jewish hate, emphasizing the importance of allyship and broader community action.
Topics include:
- The Super Bowl Ad: Goals and Target Audience
- The Creative Process Behind the Ad
- Testing and Refining the Ad
- Addressing Criticisms and Reactions
- The Importance of Allyship and Audience Targeting
- Measuring the Impact of the Campaign
- The Blue Square Initiative
- Evolution of the Organization and Messaging
- What it means to actively participate in fighting Jewish hate
Mentioned in the episode:
Robert Kraft and the Kraft Group
Blue Square Alliance Jewish Hate Data
Sharing Blue Square on Social Media
Van Jones Wearing Blue Square on CNN
Shift from Combat Hate/Antisemitism to BSA
BSA Super Bowl Commercial 2025 Snoop Dogg and Tom Brady
"Tony" 2023 Swastika Painted on the Garage
What's Up With Hate Instagram
Being Jewish: Discussing When There Are No Words
Stand Up To Jewish Hate Instagram
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Written and Hosted by Jonah Platt, Executive Producers: Steve Hein, Jonah Platt, Chief Business Officer: Kenyon Laing, Chief Marketing Officer: Katya Nayman, Production Manager/Executive Assistant: Josie Rothschild, Research Associate: Samantha Greenwald, Production Associates: Rachel Stern, Charlie Zuker, Production Interns: Sasha Nelson, Emma Webb, YouTube Consultants: Jason Al-Samarrie & Zac Stein, Post Production by TIMEWEAVER, Creative Director: F. Brian Scofield, ACE, Lead Editor: Noam Klement, Editor: Gray Clevenger, Joe King. Graphic Designer: Noah Bell, Theme Music by Gabriel Mann, Performed by Jonah Platt
Transcript
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| 0:00.0 | Shalom, Kavarim, Banot, and welcome to another very special episode of the world's number one Jewish podcast. |
| 0:08.1 | I have to ask for a small favor. |
| 0:10.4 | As an independent show, we don't have a massive marketing machine behind us. |
| 0:14.6 | Our growth is purely organic, fueled by dedicated viewers and listeners like you. |
| 0:19.5 | So if you would be so kind, please take 30 seconds, |
| 0:24.0 | head over to Apple Podcasts and Spotify, find this show, and leave me a five-star rating and a short |
| 0:30.0 | written review. I love seeing all of your thoughtful and generous feedback. Some of it has even |
| 0:35.0 | made it onto the show and may again. And as of this recording, |
| 0:38.5 | we are just eight ratings away from hitting 500 on Apple. Crossing that threshold would be a huge |
| 0:44.3 | milestone for us. It's a small mitzvah on your part, but it really is the fuel that allows us to |
| 0:50.0 | keep these amazing conversations going. So thank you in advance. Unless you don't leave a rating, |
| 0:55.9 | in which case you're a butt head. Hello, folks, and welcome to a very special emergency |
| 1:03.4 | episode of the pod. We've never done one of these before, but I thought this was a really |
| 1:07.7 | unique and important opportunity. So here we are. |
| 1:17.8 | I am joined today by Adam Katz, who is the president of the Blue Square Alliance Against Hate. |
| 1:26.8 | The organization started by Patriots owner, Robert Kraft, who famously had an ad on the Super Bowl just yesterday. |
| 1:29.3 | We're filming this on February 9th. It's the third year in a row that there has been an ad from this organization, which has taken different |
| 1:33.8 | names over the years, speaking up and out against anti-Jew hate. Now, this particular ad has been |
| 1:42.2 | met with very different reactions from within the Jewish community, |
| 1:46.4 | from without the Jewish community. And I thought the best way to sort through what everybody's |
| 1:51.1 | thinking and feeling is to just go straight to the source. So the first thing I want to say, |
| 1:55.2 | Adam, is welcome. It's great to have you here and great to be in conversation with you. |
... |
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