- Dove is returning to the Super Bowl for the third year in a row with a new :30 spot that will run during the second quarter.
- The ad will focus on the brand’s mission to empower girls in sports with confidence.
- The ad was created with Ogilvy and will be the launch of another year long program focused on building body confidence among girls.
Dove returns to sports’ largest night with its core brand messaging: to promote confidence among girls and encourage them to play sports. Recent data shared by the brand revealed that 1 in 2 girls will quit sports by 14 due to low body confidence. By showing up at the Super Bowl, the brand has a massive stage to promote the Body Confident Sport Program lead the conversation in supporting girls in sport.
“Sports have the power to build confidence, resilience and joy, yet body pressures continue to push too many girls out of the sports they love,” said Marcela Melero, chief growth officer, Dove Personal Care & Masterbrand in North America, in a statement shared with Brand Innovators. “That’s why we’re returning to football’s biggest night to lift up their body confidence and shout: You’re amazing. You’re strong. You belong.”
Launched in October 2023 in collaboration with Nike, Dove’s Body Confident Sport program offers a scientifically proven set of coaching tools to build body confidence among 11-17-year-old girls. It is part of the Dove Self-Esteem Project, which has provided resources for parents, teachers, mentors and kids to help young girls address body and self-esteem issues as they become women. Since 2004, the Self-Esteem Project has reached more than 137 million young people across 150+ countries.
