Dove is returning to football’s biggest night for the third consecutive year with a Big Game commercial focused on body confidence, resilience, and joy among girls in sports.
The new 30-second spot, titled The Game Is Ours, was developed in partnership with Ogilvy and is scheduled to air during the second quarter of the Big Game on February 8. The campaign continues Dove’s long-running mission to challenge appearance-based pressure and encourage girls to stay active in the sports they love.
Built on Dove’s research showing that one in two girls who quit sports have been criticized for their body type, the ad reframes athletic performance around capability rather than appearance. As scrutiny around looks becomes normalized, Dove argues that joy and confidence erode, pushing girls out of activities proven to support self-esteem and mental well-being.
At the center of the campaign is Dove’s Body Confident Sport program, launched in 2023. The initiative provides scientifically backed coaching tools designed to help young people ages 11 to 17 build confidence and a sense of belonging in sports environments.
The Game Is Ours features more than 90 young athletes across a range of disciplines, including swimming, track and field, American football, and mixed martial arts. The spot uses collective movement and choreography to highlight the power of girls playing together with confidence. Instead of music, the soundtrack is built from the real sounds of bodies in motion, footsteps, splashes, breaths, and impacts, which grow louder and ultimately drown out negative body talk. Watch below:
Marcela Melero, Chief Growth Officer for Dove Personal Care and Masterbrand North America, said the campaign reflects an urgent need to protect girls’ confidence in sports. “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 are louder than any criticism she faces.”
Alongside the Big Game spot, Dove is expanding its Body Confident Collective, bringing together prominent women in sports with firsthand experience of how confidence plays a role on and off the field.
New and returning partners include soccer standout Alyssa Thompson, equality advocate and tennis icon Billie Jean King, basketball coach Dawn Staley, field hockey athlete and coach Kylie Kelce, soccer legend Mia Hamm, Women’s National Football Conference founder Odessa Jenkins, and rising tennis player Victoria Mboko.
The Big Game marks the first of several major sports moments in 2026 where Dove plans to spotlight its Body Confident Sport initiative, reinforcing its broader brand platform centered on confidence, inclusion, and self-worth.
The 30-second Big Game spot and a longer 60-second version of the campaign are available on Dove’s YouTube channel. Additional information about the Body Confident Sport program can be found at Dove.com.
CREDITS:
BRAND: Dove
AGENCY: Ogilvy
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