Snoop Dogg and Tom Brady Take the Fight Against Hate to the Super Bowl
The Foundation to Combat Antisemitism (FCAS) is launching its second-ever Super Bowl campaign - 'No Reason to Hate'. The campaign emphasises that when we break down the reasons behind hate, they are not only disturbing, but they are also, often, frankly stupid. With football legend Tom Brady and cultural icon Snoop Dogg leading the charge, FCAS is encouraging people from all walks of life to look at why we hate, whether it's hating someone for the way they pray, act, look, or simply because they are different. The message for viewers: let's unite against hate in all its forms.
In No Reason to Hate, Tom and Snoop face off with examples of what might drive hate: "I hate you because we're from different neighbourhoods", "I hate you cause you look different", "I hate you cause people I know hate you" and "I hate you because I think you hate me".
This unexpected yet powerful pairing between Tom Brady and Snoop Dogg seeks to spark a movement that can't be ignored. The ad reaches beyond just a star-powered Super Bowl commercial. Instead, it serves as a call to action, urging viewers to take a hard look at the often ridiculous and overinflated reasons why we decided to 'hate' someone in the first place and stand up against this hate.
"Through the Foundation to Combat Antisemitism's Stand Up to Jewish Hate and All Hate Blue Square campaign, we've made great strides in encouraging people from all walks of life to believe in the power of unity to combat hate," said Robert Kraft, founder of the Foundation to Combat Antisemitism. "This year, we're proud to bring together my friends, Tom Brady and Snoop Dogg, in our No Reason to Hate Super Bowl campaign. 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. Together, with their leadership, we're reminding everyone that the fight against hate is a fight we can all win."
"The Foundation to Combat Antisemitism is doing incredible work, and I'm honoured to stand with them in the fight against hate," Tom Brady added. "This Super Bowl, football is on my mind, but so is something even bigger - building a world where hate has no place. The No Reason to Hate campaign isn't just a message; it's a movement. I'm proud to be a part of it, and I hope you'll join us."
Snoop Dogg shared his dedication to the cause adding, "I'm honoured to team up with the Foundation to Combat Antisemitism ahead of the Super Bowl for the No Reason to Hate campaign. It doesn't matter what your background is, what you look like or where you come from, hate is never the answer. It's time we all start seeing it for what it is and together, take a stand against hate."
No Reason to Hate ends with the message, "The reasons for hate are as stupid as they sound", with Tom and Snoop concluding, "Man, I hate that things are so bad, we have to do a commercial about it. Me, too."
No Reason to Hate follows FCAS's debut Super Bowl ad in 2024, 'Silence'. Featuring Dr. Clarence B. Jones, a prominent civil rights leader and key figure in the drafting of Dr. Martin Luther King Jr.'s 'I Have a Dream' speech, Silence served as a powerful reminder of the need to speak out against hate and injustice - a message that reigns true then and now.
As part of the campaign unveil, FCAS will be activating in New Orleans ahead of Super Bowl LIX. This includes bringing its ongoing Unity Dinner series in partnership with UNCF (United Negro College Fund) and Hillel International into a first-ever, all-encompassing Unity Summit at the Xavier University of Louisiana (XULA) on Friday, February 7th. The ongoing series, which kicked off across the US in 2024, brings together historically black colleges (HBCUs) and predominantly white institutions to develop social change initiatives and continuously improve the Black-Jewish alliance.
The sports-focused Unity Summit will bring Black and Jewish college students together under one roof with the shared mission of combating hate. By coming together, the event will open a dialogue around the common experiences of hate and mistreatment faced by both communities. Through fostering mutual understanding, the Summit will serve its larger purpose in building bridges between Black and Jewish communities and addressing the divides that exist in today's world. Over 100 student-athletes and leaders will be in attendance from universities including Dillard University, Loyola University, Tulane University, and XULA. The Unity Summit will feature panels from notable athletes and sports figures including Jake Retzlaff (Brigham Young University QB), Leonard Fournette (NFL Running back), Greg Joseph (NFL Kicker), Dearica Hamby (LA Sparks Forward), and Nancy Lieberman (Basketball Hall of Famer). The event will also be marked with remarks and speeches from Kraft alongside musician and social justice activist Meek Mill, UNCF CEO Dr. Michael Lomax, and Hillel International CEO Adam Lehman. Jess Sims, ESPN Gameday reporter and Peloton instructor, will serve as moderator.
As a digital extension of the campaign and Unity Summit, FCAS is also partnering with several creators, athletes and sports figures (@carlyweinstein, @tiannarobillard, @erinandrews and more) to develop social content, alongside a newly announced multi-year partnership with Jubilee, a digital-media company known for pushing boundaries and tackling taboos, all through a lens of unity and creating human connection. The Unity Summit, creator efforts and Jubilee partnership highlight FCAS's commitment to passing the mic to younger audiences who are passionate about combating hate.
These new efforts also mark the latest chapter in FCAS's ongoing 'Stand Up to Hate' call to action as part of its now signature year-round Blue Square platform. These initiatives are dedicated to fostering a more inclusive and compassionate society by building empathy and understanding. FCAS partnered with VML and Mindshare to bring this work to life.
