Dove is returning to the Super Bowl stage for a third year in a row with a message designed to boost girls’ confidence and stop them from dropping out of sports.
The Unilever-owned brand’s 30-second spot, created by Ogilvy, will air during the game’s second quarter with a “joyful” message, Dove said in a statement.
Since 2024, Dove has used its spot in the testosterone-heavy Super Bowl to remind viewers to keep girls’ self-esteem high on and off the field. The beauty company’s own research shows that one in two girls quits sports by age 14 due to low body confidence.
Dove’s Super Bowl 60 moment will kick off another full year of its “Keep Her Confident” campaign, supported by its “Body Confident Sport” program, which offers 11 to 17-year-old girls coaching tools to build body confidence and encourage them to stay in whatever game they play.
In tandem with its Super Bowl campaign, Dove will expand its Body Confident Sport Collective, a team of athletes, coaches, and mentors, and continue its three-year partnership with athlete and creator Kylie Kelce.
“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 and masterbrand in North America.
She added: “That’s why we’re returning to football’s biggest night to lift their body confidence and shout: ‘You’re amazing. You’re strong. You belong.’”
Keep Her Confident
For Super Bowl 59, Dove aired a gut-punching 30-second spot that showed a carefree little girl giggling and running. “At three, these legs are unstoppable. At 14, she’ll think they’re unbearable,” said the accompanying text.
The ad was set to a cover of Bruce Springsteen’s “Born to Run” by Grammy-award-winning artist H.E.R., forgoing dialogue to deliver a simple message: “One in two girls who quit sports are criticized for their body type. Let’s change the way we talk to our girls.”
Dove’s Super Bowl investments continue the brand’s legacy of challenging societal beauty standards, a cause it’s been championing since 2004 through its commercially successful “Campaign for Real Beauty.”
Founded in the same year, the brand’s “Self Esteem Project” education initiative has reached more than 114 million young people across 153 countries since 2004.
