Robert Kraft latest Super Bowl ad for his foundation features the dream team of Tom Brady and Snoop Dogg.
The New England Patriots owner, 83, tells Page Six that he called his former quarterback and the famed LA rapper personally to cast them.
“I called each of them,” Kraft told us of the new ad from the Foundation to Combat Antisemitism, noting the stars both agreed immediately.
“Snoop said, ‘I’m all in… whatever you want,’” Kraft recalled, noting he met the “Gin and Juice” star over 30 years ago.
“I’ve known Snoop since 1994,” Kraft said. He first met the hip hop artist when the Pats drafted onetime USC star Willie McGinest, a former classmate of Snoop Dogg (then Calvin Broadus Jr.) at Long Beach Polytechnic High School.
Said Kraft of Snoop, “We’ve been friends going back… he performed at some of our Super Bowl parties, he’s a real pal.”
Kraft’s history with Brady is perhaps better known, as the Patriots won six championships with the star.
But scheduling busy Brady for the Super Bowl spot was another thing. “Tommy is so busy,” Kraft said. “That was the hardest thing. But they both agreed to do it, they did it out of their hearts.”
The foundation’s new campaign is called, “No Reason to Hate,” and stars Brady, 47, and Snoop, 53, dramatically telling each other face-to-face reasons to hate each other — including “I hate you because you look different.”
But the stars then tell viewers, “Man, I hate that things are so bad that we have to do a commercial about it.”
Said Kraft of his ad’s duo: “I thought, ‘who could help us do this bridge building?’ I would say their curriculum vitae might be a little different. But I am privileged to know a lot of great people. It was great to bring Tom and Snoop together. Just because people look different, or have different lives or interests, doesn’t mean they can’t get along with one another and share common objectives.”
Kraft’s Foundation to Combat Antisemitism has previously aired ads during the Super Bowl and the Oscars, and the spots have won honors at the Clios, Effie Awards, Epica Awards, London International Advertising Awards and more.
Past ads have been supported by Brady, Mike Tyson, Dave Matthews and Jon Bon Jovi.
The foundation launched a $25 million “Stand Up to Jewish Hate” campaign, and its resulting “blue square” pins have become a “symbol of standing up to Jewish hate and all hate,” Kraft has said.
The organization has noted, “While the mission started to fight the rise in antisemitism, it has since become an overarching call to action in the fight against all hate. The blue square has since become a universal symbol representing this anti-hate mission, and symbolizes the need to constantly stand up for others.”
The foundation has also previously taken out full-page ads in newspapers, featuring a heartfelt message by the billionaire Patriots owner.
