Foundation to Combat Antisemitism (FCAS) - Silence (2024) :60 (USA)

In a significant move last month, the Foundation to Combat Antisemitism (FCAS), led by Robert Kraft, revealed its plan to broadcast an ad during the upcoming Super Bowl. Adding to the anticipation, the group has now disclosed that the ad will feature none other than civil rights leader Clarence B. Jones, a key figure who served as a personal advisor and draft speechwriter for Martin Luther King Jr.

Jones, renowned for crafting the draft of King's historic "I Have a Dream" speech delivered on August 28, 1963, during the "March On Washington," takes center stage in the upcoming ad. It's a powerful tribute to a pivotal moment in the civil rights movement, where an estimated 250,000 people gathered near the Lincoln Memorial in Washington.

The ad titled "Silence," reveals Jones in his distinguished office, seated behind his desk with pen in hand. As he writes, Jones poignantly states in the ad's voiceover, "Sometimes I imagine what I’d write today for my dear friend Martin."

The Foundation's objective with the ad is crystal clear – to urge individuals to stand up against antisemitism and all forms of hate. It implores all Americans to become "upstanders," encouraging them not to remain silent in the face of hatred. The central theme of the ad, according to the Foundation, revolves around the notion that "All hate thrives on the silence of others," placing the hatred of Jewish people within the broader conversation about combating hate.

Scheduled to air in the first half of the game, this impactful ad is the brainchild of the Los Angeles-based ad agency Quantasy, led by co-founder and CEO Will Campbell. It's more than just an ad; it's a call to action, a reminder of history, and a plea for a collective stand against the silence that allows hatred to persist.