The body care brand has returned to the Super Bowl for its third consecutive year, continuing to champion girls’ body confidence in its latest ad, ‘The Game Is Ours,’ brought to life via Ogilvy.
Dove’s ad opens with the statistic that one in two girls who quit sports are criticised for their body type. The ad spotlights girls in various sports, dancing on the court, track and field.
The spot will air during the second quarter of the Big Game on 8 February.
This insight underscores the Dove Body Confident Sport program, a set of coaching tools launched in 2023 to help kids ages 11–17 build body confidence and feel a sense of belonging in sports.
‘The Game Is Ours’ centers on more than 90 young athletes in a movement-driven spot where collective choreography across sports like swimming, track and field, American football and mixed martial arts captures the unstoppable force of confident girls coming together. The sounds of their bodies during play become the soundtrack for the campaign.
“Girls are leaving sports at alarming rates due to body confidence pressures. Now more than ever, they deserve environments and support systems that celebrate who they are and what they can do – not what they look like. This campaign is about more than a single moment, it’s part of an ongoing, long-term effort from Dove to remind every girl that her joy, confidence, and love for sports is louder than any criticism she faces,” Dove’s chief growth officer Marcela Melero said.
As part of its wider mission to keep girls confident and playing the sports they love through the Body Confident Sport program, Dove is expanding its Body Confident Collective to bring together female leaders in sport who understand firsthand how body confidence shapes girls’ experiences on and off the field. Joining forces to help build and protect girls’ body confidence and self-esteem in sport and beyond are new and returning partners: soccer player Alyssa Thompson, sports icon and equality champion Billie Jean King, basketball coach Dawn Staley, field hockey athlete and coach Kylie Kelce, soccer legend Mia Hamm, coach, speaker and Women’s National Football Conference (WNFC) Founder Odessa Jenkins, rising tennis star Victoria Mboko.
The Big Game marks the first of many sports moments throughout the year where Dove will show up.
Credits:
Creative Agency: Ogilvy
Public Relations Agency: Edelman
Paid Media Agency: WPP UNITE
Social Agency: Not Actual Size
Talent Agency: United Entertainment Group
Commercial Director: Savanah Leaf of Park Pictures x Labhouse
Commercial Choreographer: Jaquel Knight
