Of Super Bowl Ads, Brett Stephens and Where to Put Our Energy
Brett Stephens, in his recent lecture at the 92nd Street Y, ignited a debate that has been simmering within the Jewish community for some time: The question of whether we are devoting too much of our communal energy and resources to combating antisemitism at the expense of strengthening Jewish identity.
Stephens, like Dan Senor, who delivered last year’s lecture, argues that while antisemitism is real and troubling, our disproportionate focus on fighting it may be misplaced. Instead, they contend, we should be investing more energy and funding of institutions which fortify Jewish identity—ensuring that Jewish children receive a serious Jewish education, attend Jewish day schools and camps, and travel to Israel, so that they grow up with a sense of pride and belonging.
In many respects, reactions to the speech mirror the mixed response to the Super Bowl ad of the Blue Square Alliance, the organization founded and funded by Patriots owner, Robert Kraft, as it reflects the tension between fighting antisemitism and identity-building
Some praised the ad as a necessary and timely response to rising antisemitism.
An alternative ad has been circulating online that depicts the kid who was picked on and bullied going on to become a scientist or research doctor, not exactly clear which, who observes shabbat and winds up treating or saving the life of the person who placed the post-it note on his backpack which said, “Dirty Jew”. The same guy who now is a patient in a hospital gives the person he tormented when they were both younger a post-it note, again with two simple, yet different words. This time it says, “Thank you.”
Unlike the one which aired during the Super Bowl, this approach puts our commitment to help others and what we do to heal and make the world a better place front and center. It shows what Jews do for humanity, rather than what has been done to us.
Critics of the original ad placed by Kraft’s group object to the portrayal of the young boy as a victim, for they feel this is not the image or narrative we should project and tell the world about ourselves.
News flash for those who do not want us to be portrayed as victims: We are! Throughout the millennia we have been victims. Acknowledging the reality of our history neither defines us, nor does it negate our resilience, creativity, or contributions to the world.
The difference is that in the ad someone stands up for us. Critics miss the central point – which is not to focus on the kid or that Jews are victims. The point is to let non-Jews know that when they witness antisemitism, they can and should intervene. They should take a stand and stand with us.
The fact that the interlocutor who intercedes on behalf of the kid is Black reinforces and sends an equally significant, yet subliminal message. By telling the kid that he knows how it feels, viewers are reminded that blacks and Jews share the similar experience of being the other, of being subjected to bigotry and discrimination and that they should not be silent, as we are in the same boat. That he is an ally is a powerful message to all, but especially to minorities, and maybe even a subtle message to progressives that Jews share with other oppressed minorities the experience of being subjected to prejudice. It is a nuanced response to those who assume Jews are oppressors and part of the white power structure.
What is the message we should seek to get across to the American public? And as it relates to the challenge posed by Stephens and Senor, should our communal priority be fighting antisemitism or promoting Jewish identity? To use an imperfect football analogy – to invest in defense or offense?
I agree that we should not be so consumed by fighting the world’s oldest hatred that we ignore the need to cultivate and instill Jewish pride, literacy and commitment. Combating antisemitism is necessary, but it cannot be our sole or even primary organizing principle. As I have often argued, the best response to antisemitism is to strengthen our devotion to, study of and practice of Judaism. A confident, knowledgeable Jewish people is the strongest refutation of those who seek our disappearance. This is the most effective way to defeat the antisemites and to prevent them from achieving their goal of eradicating Jews and Judaism.
In light of this, which ad is more effective and more appropriate to share with the public?
One highlights the many ways Jews contribute to making the world better for the benefit of all; the other underscores the urgent need for allies willing to stand with us against the scourge of antisemitism. This need not be a binary choice. Both messages convey essential truths and work best in tandem—reminding society of the positive contributions Jews make while also making clear that combating antisemitism requires the active partnership of others.
