Written on: January 1, 2025 by SprayTM
Beauty brand Dove will return to one of the biggest nights in sports—Super Bowl LIX on Sunday, Feb. 9—with a new 30-second spot addressing the issue that nearly half of girls drop out of sports by age 14 due to low body confidence (according to a survey commissioned by Dove and Nike).
Airing during the fourth quarter of the game, this year’s ad—created in partnership with WPP’s Ogilvy—underscores the Dove brand’s commitment to keeping girls in sports through the Body Confident Sport program. The program is a set of coaching tools to build body confidence in 11 to 17-year-old girls. Launched in October 2023, Body Confident Sport aims to #KeepHerConfident, and ensure sports can be a space where kids can thrive playing the sports they love.
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.”
The Body Confident Sport program is available via the Dove Self-Esteem Project, which has offered free resources for parents, teachers, mentors and kids since 2004. To date, the Dove Self-Esteem Project has reached more than 114 million young people globally across 153 countries, said the company.