At the risk of sounding antisemitic, I’m not overly concerned about antisemitism. I don’t sweat the increasing number of neo-Nazis or the rise of rabid antisemitic dialogue across the internet. Rarely do I stress over celebrity slander or anti-Israel rallies at universities. But I am Jewish after all, so I have to worry about something. So, what does concern me? It’s not the hate from the few. It’s the indifference of the many.
I’d imagine that most people would be surprised to hear that Jews make up only about 2% of the U.S. population, and only 0.2 percent of the global population. Even in America, many adults have never met a Jew before. So why should someone who has no connection to Jewish culture care about Jewish people? The answer is that they probably shouldn’t.
There are plenty of causes for Americans to rally behind to improve their lives and the lives of their children much more than combating antisemitism. Maybe they have sick loved ones. Maybe they want to raise money for the folks struggling in Ukraine. Maybe their teachers are on strike, or their dog ran away. Everyone is struggling with something. It’s unrealistic to expect anyone to take on the challenges of the Jewish people.
So why do we as Jews weigh them down with our troubles instead of uplifting them with our values?
Combating antisemitism is a noble endeavor. The ADL (Anti-Defamation League), while not perfect, is necessary. Over the years, their condemnation of hatred has helped Jews and other minorities thrive in America. They are a vital defense, a fortress protecting us from democratic backsliding by vocally confronting and combating extremism and hate. But today, they are seen as the student that runs to tell the teacher every time a rule is broken.
Most people are not antisemitic. They mostly have no opinion at all.
And honestly, that’s fair. Attention and awareness have been at premium since the advent of the printing press. As a lifelong marketer, I’ve understood a core truth in America: if you want people to care, give them something to care about.
How? By highlighting Jewish ideals, culture, people, values and traits that are populated in mainstream culture. Showcase what makes us great and not so great. Connect America to our strengths and our weaknesses, and in this way, make us human and relatable.
This is pro-semitism.
I’m by no means a Hollywood insider, but I’ve worked in media for decades. In my experience, modern American culture is deeply influenced by our number one export: entertainment.
To that end, we need more Jewish culture and characters in front of the camera, not just behind the scenes.
Bradley Cooper directing and acting in a film about Leonard Bernstein is a wonderful example of pro-semitism and a terrible instance of our community resorting to outrage instead of gratitude in response. The outrage, in this case, is that Cooper wears a prosthetic nose in the film and that a Jewish actor should have been cast in his place. Nonsense. If an all-time great actor wants to represent a Jewish hero on the grandest stage, he should be lauded. We should focus instead on doing everything we can to unapologetically feature Jewish culture ourselves.
Jerry Seinfeld used to display pro-semitism every Thursday night. Before him, Mel Brooks would promote it at the box office every summer. Even “The Rugrats” had a Passover episode. These shows and films weren’t overtly about Judaism, but they brought Jewish culture and humor to a mainstream audience. And they did so proudly, unabashedly. Seth Rogen, Lil’ Dicky, and Adam Sandler continue to carry the banner.
They don’t hide from their Jewishness, and they don’t dilute it to make it more palatable to the masses: they’re simply Jewish. In this way, Americans can actually relate to us: our overbearing mothers, crippling neuroses and, of course, our high bagel standards. It gives the world an opportunity to care, to understand, to participate.
To get to know us, not to hate us.
For my part, I’m currently developing an unscripted series called “Breaking Bread,” a Jewish version of “The Shop” where my business partner, NFL-star and big Jew Julian Edelman and I will have different groups of celebrity friends over every Friday night for Shabbat dinner. It will be a very authentic take on Shabbat dinner, complete with bickering, overeating and love. Thanksgiving with challah instead of biscuits.
At the time I am writing this it’s Rosh Hashanah, the Jewish new year. It’s supposed to be a time of rejoicing and introspection, a two-day holiday where you atone for your sins of the past year and prepare for how you’ll do better in the next one. It’s also when I try to convince my wife that we only need to go to temple for an hour.
This year let’s focus on the good things we can do. Producers, let’s get some Hanukkah holiday movies. Writers (soon, once the strike ends, hopefully), let’s write Jewish heroes with big ideas and bigger flaws. Studio folks, don’t be afraid to be unorthodox.
We can’t count on Larry David forever.
Assaf Swissa is founder of Superdigital, an independent creative agency with clients such as XBOX, Wynn Resorts, Microsoft, Hasbro, Guy Fieri and Julian Edelman. He also runs Coast Productions with partner Julian Edelman, with projects like “Games with Names,” “100%” and “Breaking Bread.” He lives in Boca Raton with his wife Jill and their two children, Noa and Isaac.
This article is part of Variety’s Antisemitism and Hollywood package.
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