EMERGENCY MINI-POD! Behind Robert Kraft’s Blue Square Super Bowl Ad with Org President Adam Katz
Being Jewish with Jonah Platt
Concept Selection and Iteration
Adam describes iterating multiple concepts, narrowing via rounds of audience feedback and refinements.
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
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