Silence
How do you help the Foundation to Combat Antisemitism get people to stand up and speak out against hate during the largest television event of the year? Well, you get Dr. Martin Luther King Jr’s speechwriter to share his thoughts on what the nations greatest threat.
S I L E N C E
The Ask
The challenge: So, how do you build a bridge between the Black and Jewish communities during a time when hate crimes against both groups and other minorities are on the rise? On top of that, tensions between Jewish and Muslim communities are extremely high after the Oct. 7th attack on Israel and their following retaliation. You get the man who helped pen one of the greatest speeches of our times to remind us of the nation’s/world’s greatest threat. Silence.
The Solve
Insight: The Jewish and Black communities have a long history of working together for positive change. Their alliance and teamwork during the Civil Rights movement in the 1960s were instrumental in changing laws and attitudes. We need MLK, which is impossible, but the man who helped him write one of the greatest speeches in history was available. Dr. Clarence B. Jones, attorney, friend, and co-writer of Dr. King’s “I Have a Dream” speech.
The Work
More than 30 Seconds: When you have the pleasure of working with a living legend who didn’t just witness history-changing events but was responsible for them. You can’t just create a thirty-second commercial, even if it is for the Super Bowl. You need to sit and listen to what he has to say. Outside of the Super Bowl spot, the campaign featured a conversation with Dr. Jones and Robert Kraft on the organiations’s website, their various social pages, and numerous television and podcast interviews featuring Dr. Jones.
Social
Dr. Jones and Robert Kraft discuss historical events, the social and racial challenges of the nation, and more.