Snoop Dogg Super Bowl commercial against hate earns backlash after Trump performance

Fans responded with mixed emotions Sunday night at the Super Bowl when an anti-hate campaign got an unlikely spokesperson.

During one of the Super Bowl's coveted commercial spots, rapper Snoop Dogg appeared alongside football legend Tom Brady to promote No Reason to Hate, a foundation aimed at combatting antisemitism. The foundation is backed by Robert Kraft, the billionaire owner of the New England Patriots, for whom Brady used to play.

In the ad, Snoop and Brady hurled insults at one another in quick succession before text appeared on the screen reading: "The reasons for hate are as stupid as they sound.”

Some viewers online were not impressed with Kraft's choice of spokespeople, pointing out that Snoop Dogg performed last month at the inauguration of President Donald Trump, who has made antisemitic, homophobic, racist and xenophobic statements.

"This was the dumbest commercial of the Super Bowl," one user wrote on X. "If Snoop Dog (sic) wanted to stand up to hate, he shouldn't have sold out and performed at Trump's inauguration."

Snoop Dogg has 'nothing but love' for former President Donald Trump after previous feud

"Snoop Dogg lost the right to be a part of a commercial denouncing hate when he took money to perform for Trump," another user wrote.

Snoop previously expressed distaste for artists who performed for the president when he was first elected in 2017, saying he would "roast" anyone who sang at Trump's first inauguration and even pretending to a clown dressed like Trump in a 2017 video.

The Super Bowl and you: Sign up for USA TODAY's Everyone's Talking newsletter for more post-game buzz.

This time around, the California-born rapper changed his tune, though.

He performed at the Inaugural Crypto Ball in Washington, D.C., three days before Trump's swearing-in, batting down backlash by telling critics to "get your life right. Stop worrying about mine."

Nelly dismisses backlash over Trump inauguration ball performance: 'It is an honor for me'

Fans were not enchanted with the switch-up, however.

"Snoop Dogg doing a commercial about speaking out against hate while also being the man who performed for the enforcer of hate is WILD!!!!" another post on X read.

"not sure Snoop Dogg fresh off performing at Trump's inauguration is the best spokesperson for Stand Up To Hate tbh," another added.

While the ad had fewer fans than critics, some did voice support for the message.

"Shoutout to Tom Brady & Snoop Dogg for this message. Let us all stand up to all forms of hate," media personality Emily Austin wrote on X.

The ad, which arrives as antisemitism has seen a global uptick, was meant to send a strong message at a perilous moment, Kraft told USA TODAY in a recent interview.

"I don't recognize parts of this nation," he said. "I don't like where we're headed. I'm worried about our country right now."

"In Germany, it all started with the Jews," Kraft said. "Then (the Nazis) went after everyone. What I would say to some Americans is, 'You're next.' Jews, Blacks, Asians, the LGBTQ+ community. It won't stop with the Jews. You're next unless we all stand together."

His comments appear against the backdrop of a country roiled by debate over discrimination − the new Trump administration has ramped up criticism of LGBTQ+ Americans, and the NFL removed the "end racism" message that has been printed in the Super Bowl end zone since 2021.

"Why am I doing the Super Bowl ad?" Kraft continued. "The majority of people in America, who are good people, I think they believe there's nothing they can do. But there is. What we need is non-Jewish people to stand up to this hate."

This article originally appeared on USA TODAY: Snoop Dogg Super Bowl commercial against hate slammed by fans