- Dove will return to the Super Bowl with its messaging of body confidence and sports. The spot, appearing in the fourth quarter of the game, will promote the Body Confident Sport program.
- Launched in October 2023, the Body Confident Sport program offers a scientifically proven set of coaching tools to build body confidence among 11-17-year-old girls.
- The Body Confident Sport program 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 114 million young people across 153 countries.
Though details of the new commercial were not available, Dove’s approach will continue the message as its 2024 Super Bowl commercial, which depicted girls practicing sports to the tune of “It’s a Hard-Knock Life” from Annie. In many of the instances, the girls are shown falling or failing at their practicing. Counter to the imagery, however, on-screen text points out that “the knocks don’t stop girls from playing sports. Body confidence does.”
According to a survey commissioned by Dove and Nike of nearly 5,000 children across the world, nearly half of all girls drop out of sports by the age of 14 due to body confidence issues. The study included more than 3,500 girls and nearly 1,400 boys from Brazil, Canada, Germany, Italy, Japan, the UK and the US.
“As the largest self-esteem education provider globally, Dove is committed to raising the body confidence of girls on and off the field,” said Marcela Melero, chief growth officer, Dove Personal Care North America. “We know that girls who stay in sports have higher body confidence and thrive in other areas of life. We are proud to return to the big game for a second year with this platform and message.”
