As of: February 11, 2024, 6:43 p.m
By: Stefan Schmid
The US advertising during the Super Bowl is usually colorful and funny.
But political signals are also being sent.
This time with the companion of a US hero.
Las Vegas – The Super Bowl sets records year after year.
It has to be more colorful, faster, louder.
On and off the pitch.
It is clear that there is little time for in-depth topics.
The Foundation to Combat Antisemitism (FCAS) is trying anyway at this year's NFL final between the San Francisco 49ers and the Kansas City Chiefs.
Super Bowl clip calls for “not to remain silent”
FCAS announced on its website that it will be running a commercial during the Super Bowl this year.
FCAS founder Robert Kraft covers the high costs.
According to the foundation's statement, the protagonist of the clip "calls on Americans of all backgrounds to stand up and not remain silent in the face of hate."
Only a short teaser of the commercial was released in advance.
What's special about the commercial is the protagonist who conveys the (actually self-evident) message.
Clarence B. Jones will address the audience.
Jones was once a companion of the well-known American civil rights activist Dr.
Martin Luther King Jr., among other things, wrote his “I have a dream” speech.
An excerpt from the Super Bowl commercial by the “Foundation to Combat Anti-Semitism.”
You can see Dr.
Clarence B Jones.
© Press photo: Foundation to Combat Antisemitism
Super Bowl commercial against anti-Semitism and hatred in society
Kraft is not only the founder of the “Foundation to Combat Anti-Semitism,” but also the owner of the NFL team New England Patriots.
So he knows exactly who he will and wants to reach with the clip: “Our goal is to reach a broad audience and inspire all Americans to stand together, arm in arm, and fight this terrible growing hatred.”
The focus of the clip is “the powerful concept that all hatred thrives on the silence of others.”
Breaking this silence should be promoted, he explained.
It's not just the hatred that Jews experience in society that is discussed.
The foundation wants to stand up to “all forms of hate,” it says.
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US viewers will probably only be able to see the full clip during the live broadcast.
Meanwhile, another video from the “Foundation to Combat Anti-Semitism” is making the rounds on the X platform (formerly Twitter), which will supposedly be shown during the event.
The advertising, which has been shared several times online, conveys a message that is no less important, but it will probably not be the one that TV viewers will see.
The video was uploaded to the foundation's YouTube channel 10 months ago and lasts one minute instead of the announced 30 seconds.