Next Year’s Jewish Super Bowl Ad—The Diaspora Self-Defense Fund
As I watched this year’s Super Bowl advertisement addressing antisemitism, a series of questions ran through my mind.
Did this 30-second commercial hit its mark?
Will it prevent one Jewish kid from being punched in the nose?
Did it resonate with Jewish kids and college students—or with their allies? Would it deter their antisemitic adversaries?
Was it emotionally powerful enough to make a difference?
Did Robert Kraft’s Blue Square Alliance Against Hate get its money’s worth, considering the staggering cost—nearly $15 million—to reach an audience of more than 100 million viewers?
Most importantly, would it have any lasting impact, positive or negative, on the Jewish Diaspora’s ongoing fight against antisemitism?
From there, my thoughts drifted to Birthright Israel. It is, undeniably, an admirable initiative: a program that brings young Jews to Israel with the explicit goal of strengthening their connection to Jewish identity and Zionism. And by most accounts, it works. Participants don’t simply absorb an abstract message; they board a plane, walk the land, and experience something tangible.
It is action, not passive reflection.
That distinction led me to imagine a different kind of Super Bowl message—a 30-second Jewish advertisement for the 2027 game, one rooted not just in awareness, but in empowerment.
Picture this:
Actor Liev Schreiber sits at a desk, looking directly into the camera.
He begins:
“Today, I proudly announce the creation of the Jewish Diaspora Self-Defense Fund.”
Robert Kraft, owner of the New England Patriots, along with other Jewish and non-Jewish NFL owners, has contributed $50 million to launch this new initiative.
The Jewish Diaspora Self-Defense Fund exists to confront the spread of antisemitism in our schools and on our college campuses. It takes seriously the protection of Jewish children and young adults—and rejects the idea that they must remain passive in the face of harassment or violence.
When a Jewish student is targeted by hate-driven bullying or intimidation, action matters.
Through this fund, students may apply for financial assistance to receive professional self-defense training—such as karate, jujitsu, Krav Maga, or boxing—or other approved weapon usage programs. Applicants would explain their circumstances, outline the costs involved, and commit to completing the training. Educational self-defense resources would be made available online, and participants would be asked to reflect afterward on the effectiveness of what they learned and what they did.
The message closes simply and directly:
“Our hope is that this project will help protect Jewish children and college students—and remind them that they are not alone.”
What are your thoughts?
