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Underscores the personal care brand's commitment to keeping girls in sports through the Body Confident Sport program.
November 20, 2024
By: Lianna Albrizio
Associate Editor
Dove will return to Super Bowl Sunday 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.
Airing during the fourth quarter of the big game at Caesar’s Superdome in New Orleans on Feb. 9, 2025, 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 scientifically-proven set of coaching tools to build body confidence in 11–17-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.
“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.”
The Body Confident Sport program is available via the Dove Self-Esteem Project, which has offered free, evidence-based 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.
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