NFL star Tom Brady and rapper Snoop Dogg join forces with FCAS for Super Bowl ad against antisemitism

The Foundation to Combat Antisemitism (FCAS), founded by Jewish-American billionaire Robert Kraft in 2019, has invested $8 million in an ad that features former New England Patriots quarterback legend Tom Brady and international rapper star Snoop Dogg.

Kraft, who also owns the New England Patriots football team, addressed the issue of hatred during an interview with CNBC on Monday.

“We’re asking people… to reevaluate why they hate people,” Kraft stated.

Last year, Kraft raised awareness of the rise in global antisemitism with the “Stand Up to Jewish Hate” campaign.

"The rise of antisemitism, to me, is the real breakdown of what this society stands on,” Kraft stated in February 2024. "In my lifetime, I have never seen the way things are right now with this hatred against Jews,” he warned, referring to the surge in antisemitism following the Hamas Oct. 7 attack on Israel in 2023.

While this year’s campaign also addresses antisemitism, it does not specifically mention Jew-hatred but seeks to broaden the appeal with the universal message: “Stand Up to All Hate.”

Kraft argued that he chose Brady and Dogg for his campaign because of their different profiles and backgrounds.

“I chose them because of their different backgrounds,” Kraft said. In the ad, the two stars exchange exaggerated insults that address human intolerance for people who are different.

”I hate you because you look different,” “I hate you because people I know hate you” – before concluding with the tagline, “The reasons for hate are as stupid as they sound.”

Snoop Dogg then argues, “Man, I hate that things are so bad that we have to do a commercial about it.” Brady concurs.

Kraft argued that Dogg and Brady both agreed to participate in the campaign due to shared concerns about growing intolerance within American society.

“They feel like I do that there’s something going on in this country,” Kraft assessed. “They both thanked me for putting them together in this situation so they could share this message with the American people.”

"I love this country, and we're at a danger point, I'm sorry to say," Kraft said last year. "I've never seen the hatred and bigotry that's going on. This is the United States of America. And it's something that really bothers me. So hopefully we're going to do something about it," he concluded.

Kraft has played a key role in the fight against global antisemitism in the last year, focusing on strengthening relations between Jewish Americans and Black Americans. Last April, he invested $1 million in the United Negro College Fund to boost ties between the two minority communities.

The billionaire has also been critical of the rise of antisemitism on U.S. campuses, especially after the October 7 attack. Last June, Kraft redirected his donations from Columbia University due to the growing levels of antisemitism on campus and the threats against Jewish students and academic staff members.