This SB LX entry transforms a simple gesture into a powerful act of allyship.
A quiet moment of solidarity cuts through a high school hallway to confront antisemitism and remind viewers what standing up actually looks like.
NEW YORK -- (SPW) --
Union partner and editor Marco Perez brings a restrained, emotionally precise approach to “Sticky Note,” a Super Bowl 2026 commercial that transforms a simple gesture into a powerful act of allyship. Created by VML, the ad was directed by Jake Scott and produced by RSA for Blue Square Alliance Against Hate.
The piece follows a Jewish teenager targeted by a slur, only to find support from a Black classmate who replaces hate with a blue square, signaling empathy, shared experience, and resolve. Perez’s work is supported by Union Editorial New York’s team, including Managing Director Caryn Maclean, Executive Producer Melissa Lubin, Assistant Editor Nico Gilmore, Head of Production Lily Hartmann, and Assistant Producer Francesca Raimondi. Finishing was also done at Union Editorial.
About The Blue Square Alliance At Blue Square Alliance Against Hate, we are dedicated to combating antisemitism through positive messaging and partnerships. Our initiative, Stand Up to Jewish Hate, is designed to empower both non-Jews and Jews to become defenders and upstanders for the Jewish community. We are passionate about promoting understanding, empathy, and tolerance among different groups, and our ultimate goal is to create a more inclusive and accepting world for all.
Show your support today. Post and share the blue square #🟦
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Sticky Note: SB LX Commercial
Video Description
A quiet moment of solidarity cuts through a high school hallway to confront antisemitism and remind viewers what standing up actually looks like.
Spot Title: “Sticky Note” | First Air Date: February 3, 2026 (online), Broadcast on Super Bowl: February 8, 2026
Video Credits
Client: Blue Square Alliance Against Hate President, Blue Square Alliance Against Hate: Adam Katz
Chief Marketing Officer, Blue Square Alliance Against Hate: Kristin Suppelsa
Marketing Manager, Blue Square Alliance Against Hate: Jeff Bloom
Consultant: Matt Ryan
Agency: VML
Global CCO: Debbi Vandeven
Co-Chief Creative Officer, US: Tom Murphy
Executive Creative Director: Susan Golkin
Executive Creative Director: Nicolas Romano
Group Creative Director: Duc Nguyen
Chief Strategy Officer, NA: Ellie Bamford
Executive Director, Strategy: Claire Kane
Senior Producer: Dan Bradbury
Executive Director, Client and Business Leadership: Meredith Steinman
Account Director, Client and Business Leadership: Jenna Stoewsand
Senior Account Manager, Client and Business Leadership: Nathan Miller
Global Head of Production: Greg Lotus
Associate Director of Business Affairs: Janet Muentes
Executive Music Producer: Paul Greco
Associate Music Producer: Karli James
Group Traffic Manager: Rochelle Green
Production Company: RSA Director: Jake Scott
President / Executive Producer: Luke Ricci
Executive Producer: Buddy Brakha
Head of Production: Sarah Morrison
Associate Producer: Logan Alexander
Line Producer: Jason Groves
Cinematographer: Trent Opalach
1st AD: Howell Caldwelll
Production Designer: Bill LeBlanc
Local Production Team: North Kamp
Executive Producer Northkamp: Paul Norman
Production Manager: Rob Lawson
Editorial: Union Editorial NY
Managing Director: Caryn Maclean
EP: Melissa Lubin
Editor: Marco Perez
Assist: Nico Gilmore
HOP: Lily Hartmann
Assist Producer: Francesca Raimondi
Finishing: Union Editorial
Color Correct: Color Collective
Colorist: Alex Bickel
Color Producer: Claudia Guevara
Mix: Heard City
Audio Post: Heard City
Sound Design: Midnight Snack Sound Design
Managing Partner: Gloria Pitagorsky
Sound Designer(s)/Mixer(s): Phil Loeb
Sound Designer(s): Eric Warzecha, Zoltan Monori
Executive Producer: Liana Rosenberg
Senior Producers: B Muñoz, Nick Duvarney
Producer: Dylan Stetson
Assistant Mixers: Zoltan Monori, Virginia Wright, Chloe Discala
Music: JSM
Joel Simon: CEO/CCO/Co-Composer
Jeff Fiorello: VP/Executive Producer
Norm Felker: Sr Producer
Andrew Manning: Sr Producer
Sharon Cha: Producer
Vlad Berkhemer: Co-Composer
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Jay Larson directs Blake Griffin, Kumail Nanjiani, and others in a spec about, well, spot directing
Jason Lucas of bicoastal Union has edited comedy spots for directors like Frank Todaro (Honda/RPA), Jeff Bitsack (Build.com/Vitro), and Nick & Charles (Amazon/XCM). At the same time, he has performed standup comedy on the regular at the famed Comedy Store. These two worlds come together in his latest project, ANY ASSHOLE, the short film directing debut of longtime standup Jay Larson. Produced by Tim Case and heralding Larson’s arrival as a spot director in the Supply & Demand lineup, ANY ASSHOLE stars Larson alongside Joel McHale, Kumail Nanjiani, Blake Griffin, Hannibal Buress, Neal Brennan, Johnny Knoxville, Sarah Tiana, and Helen Hong, as he tries to find out if he has what it takes to direct commercials.
"This was one of those projects that seemed like it was too good to be true from the beginning,” beams Lucas, recalling that Union Partner/Managing Director Michael Raimondi told him an editor was needed for a short film being shot by Jay Larson, a director that Supply & Demand just signed. “I was thinking, ‘Is this the same Jay Larson I've done stand up comedy with at the Comedy Store?' Turns out it was. Then I saw the script and could hear it in Jay's voice with that thick Boston accent hitting every line.”
The 6:30 film accomplishes a high-wire act of sorts, conveying Larson’s directorial chops, while utilizing some very well-known faces in a way that is fresh, organic, and entertaining. “I had a lot of great footage to work with,” Lucas says.... Read More
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