Posters on X Attack FCAS Super Bowl Ad Urging People to Stand Up to Antisemitism

The Foundation to Combat Antisemitism (FCAS), a non-profit organization founded by Robert Kraft, aired multiple advertisements during the Super Bowl on February 11, 2024, urging people to #StandUpToJewishHate. Notably, a new ad premiered during the game, featuring Dr. Clarence B. Jones, former advisor to and speech writer for Dr. Martin Luther King, Jr. 

Although online reactions to the campaign were largely positive, many users on X (formerly Twitter) were quick to criticize the commercial, its funder and its message—mostly by conflating the condemnation of antisemitism with support for “genocide,” accusing Israel of elaborate conspiracies and trivializing the reality of antisemitic hate today. 

Primary Themes 

• The most prominent attack narrative was that the ad campaign was really a covert promotion for Israel, with many calling it “Israeli propaganda” or “Zionist propaganda.” Users referred to the ad as proof of Zionists “playing the victim card,” and labeled Kraft a supporter of “genocide” in Palestine. In reality, the campaign was about fighting back against antisemitism and all forms of hate. Some falsely claimed that the commercials were funded by Israel. While Israel did sponsor its own Super Bowl ad, this is separate from the FCAS campaign. 

_{Above: Post on X from CODEPINK, an antiwar organization that frequently takes part in anti-Israel activity.}

• Many also alleged that the FCAS campaign was part of an elaborate conspiracy to distract the masses during the Super Bowl while Israel carried out military operations in Rafah, suggesting the timing of the ad was part of a greater plan to cover up what they referred to as “war crimes” by the IDF. There is no evidence to support this claim; notably, Israeli hostages were rescued during the military operation in Rafah.

  

  _{Above: Conspiratorial post on X alleges the timing of IDF operations in Rafah was part of “a plan.”}

• Others called out Dr. Clarence B. Jones’ appearance in the ad, accusing Kraft and FCAS of using a prominent Black scholar as a marketing tool. They argued that the organization was “co-opting” Black History Month to make money and attempt to drum up sympathy from people of color. 

• Antisemitic users pointed out and celebrated that the ad – which showed various examples of antisemitic hate – displayed the hashtag #HitlerWasRight. While there was a small but exponential spike in its use on X since the ad aired, not all users who shared the hashtag were doing so with nefarious intent, as some were drawing attention to it in hopes of getting it banned. Still, known antisemites such as Gab owner Andrew Torba were publicly amused by its amplification. 

  

  _{Above: Post on X by Gab founder Andrew Torba.}

• Several posts criticized the amount of money (a reported $7 million) Kraft had spent on the ads and denounced his contributions to the American Israel Public Affairs Committee (AIPAC).