New England Patriots owner Robert Kraft has launched a bold new public service announcement featuring NFL legend Tom Brady and hip-hop icon Snoop Dogg. The ad, which aims to promote tolerance and unity, underscores Kraft’s growing concerns about the current state of the country.

“Social media is supposed to connect people, but I think it does more to divide people,” Kraft tells PEOPLE exclusively, while talking about his new Super Bowl ad

Robert Kraft is worried about “divisiveness” in the United States.

Kraft, 83, through his Foundation to Combat Antisemitism, released a powerful new commercial starring Tom Brady and Snoop Dogg on Monday, Feb. 3.

The New England Patriots CEO tells PEOPLE he enlisted the NFL legend and rap icon for the spot — which shows Brady, 47, and Snoop, 53, hurling ridiculous and hateful messages to one another — because he “tried to think about how I could stimulate a message to people from different backgrounds” by collaborating with “who I had in my life, who I could get to speak out on this issue.”

“I think most people would know I have a relationship with Brady, but I don’t think people would believe that I had a real relationship with Snoop.”

Kraft and Snoop have “had a friendship for 30 years,” says the Patriots owner, and once he asked the rapper to be in the new Super Bowl ad, “He didn’t pause, he said, ‘Brother, I’m in. I’m about preaching for love and anti-hate.’ “

Brady “came in right away,” when asked to appear alongside Snoop, Kraft shares.

“I think it was important to have two individuals from seemingly different walks of life to relay this campaign message,” Kraft explains. “Because I think you don’t automatically think that Tom Brady and Snoop Dogg would have much in common, which is the reason they were the perfect pairing for me, for no reason to hate.”

“And just because they look different, or have different lives and interests, doesn’t mean they can’t perfectly get along with one another,” Kraft continues.

In fact, that’s “what bothers” Kraft about the state of the country in 2025. “See, what bothers me about what’s going on in America today, is that people aren’t born with hate. I think they’re born with empathy, and I believe they’re born with love. But they learn hate and they learn it because people are different than they are. And I don’t think how someone worships God, or what the color of their skin is, or the color of their hair, or what their appearance is, that people should be judged on that.”

Kraft tells PEOPLE, “I’m really worried about our country and the divisiveness.”

Social media is partially to blame, he believes. “So many of us have benefited by all the great things the country has to offer, and I think social media is supposed to connect people, but I think it does more to divide people, and spreads misinformation, and we have to change that. So that’s what we’re trying to do.”

Social media has encouraged people to “withdraw into their own worlds and shells more than ever,” says Kraft.

Football, however, and especially the Super Bowl, is a great unifier, he says. “We see in our stadium at our games, it’s the only time in America in this region, the people from all walks of life and all backgrounds come together, and they’re rooting for our team.”

“And so there’s nothing like the Super Bowl to bring people together. I mean, all of sports does it, but nothing like the Super Bowl. And no matter what team you’re rooting for, no matter what our differences are, this is a topic where we all fight together.”