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Dove's Impactful Return to the Big Game

Dove, the renowned beauty brand, is making waves at football's biggest event with an inspiring new advertisement designed to promote body confidence among young female athletes. The ad features a reimagined instrumental of Bruce Springsteen's legendary track 'Born to Run,' performed by the Grammy® award-winning artist H.E.R. Scheduled to air during the fourth quarter, this 30-second spot is a call to action addressing a critical issue in sports: the damaging effects of negative body talk on girls.

The Motivation Behind the Campaign

As a brand committed to challenging beauty standards, Dove aims to shed light on the struggles faced by young girls in sports. Recent findings reveal that nearly half of the girls who drop out of sports cite negative commentary about their bodies as a contributing factor. Dove's ad aims to change the narrative by encouraging girls to gain confidence in their abilities rather than be swayed by appearances. Marcela Melero, Dove’s Chief Growth Officer, articulated the brand's dedication to uplifting young athletes, stating, "This focus on appearance over ability is shattering girls' confidence and preventing them from thriving in the sports they love."

A Fitting Soundtrack for Change

The ad's choice of music cannot be overlooked. H.E.R.'s rendition of 'Born to Run' serves not only as a nostalgic anthem but also as a powerful tool to resonate with the next generation of female athletes. H.E.R. expressed her excitement about this collaboration, emphasizing its significance in empowering young girls: "Partnering with Dove on this project means the world to me because I feel like part of my purpose is to empower young girls to go against the grain and hold onto their confidence." By marrying this iconic song with a social message, the ad creates a compelling narrative that encourages young girls to embrace their bodies and continue pursuing their passion for sports.

Building Body Confidence: The Body Confident Sport Program

In addition to the advertisement, Dove is deeply invested in its Body Confident Sport program—an innovative initiative aimed at instilling body confidence among girls aged 11 to 17. This program includes scientifically-proven coaching tools to inspire young athletes and keep them engaged in sports. Dove has partnered with Ogilvy UK to ensure the campaign effectively communicates this initiative and reaches the intended audience.

The Body Confident Collective

Dove has also created the Body Confident Collective, bringing together influential female voices in sports to champion this cause. Notable members include tennis champion Venus Williams, sports icon Billie Jean King, and Olympic gold medalist Tara Davis-Woodhall. This diverse group aims to empower young athletes not only through advocacy but also by sharing their experiences and encouraging a supportive community for girls in sports.

Community Engagement Ahead of the Big Game

As the Big Game approaches, Dove and the Body Confident Collective will host events in New Orleans to raise awareness about the pressures related to body image that young girls face in sports. These events will leverage the insights from the Body Confident Sport program, allowing participants to practice and promote body positivity in a supportive environment. Dove's commitment extends beyond mere advertisement; it is about fostering an inclusive space where every girl feels inspired to thrive.

Join the Movement

For those looking to join this empowering movement, Dove encourages everyone to learn more about the Body Confident Sport program by visiting Dove.com/confidentsports. Additionally, individuals can connect with the brand on social media platforms using the hashtag #KeepHerConfident, amplifying the message of support for young girls in sports.

Dove's return to the Big Game isn't just about advertising a product; it's a pivotal moment in the push for more body positivity and confidence among young women. With its innovative programs and relatable messaging, Dove is committed to ensuring that every girl in sports can confidently pursue her passion and dreams—both on and off the field.