After 18 years, beauty brand Dove is making a triumphant return to the Big Game with a poignant :30-second TV commercial slated to premiere in the first quarter of football’s grandest event.
After leaving an indelible mark in 2006 with an ad emphasizing the significance of bolstering self-esteem in young girls, Dove is reemerging with a parallel focus: a powerful message advocating for body confidence in girls to sustain their passion for sports.
Dove, the largest provider of self-esteem education worldwide through the Dove Self-Esteem Project, has reached over 100 million young individuals with invaluable tools and resources at no cost since its inception in 2004. To impact 250 million young lives by 2030, Dove remains steadfast in its commitment to nurturing self-esteem.
Driven by this dedication, Dove embarked on co-commissioned research to comprehend the repercussions of body dissatisfaction on girls participating in sports. Shockingly, the findings revealed that 45% of teenage girls globally abandon sports due to low body confidence. In response, Dove partnered with Nike to develop Body Confident Sport—a pioneering, scientifically-proven array of coaching tools designed to cultivate body confidence among 11-17-year-old girls. This innovative program will underpin the brand’s new Game Day message.
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Leandro Barreto, Senior Vice President of the Global Dove Masterbrand, articulated Dove’s resolute mission to establish sports as an inclusive environment where every girl feels empowered and valued. He remarked, “The prevalence of negative body talk in sports and focus on appearance over ability harms girls’ body confidence. As the biggest champion of self-esteem for girls globally since 2004, we are thrilled to return to the Big Game and use this massive stage to drive meaningful awareness for this important issue and help girls stay in sports.”
The brand’s return to the Super Bowl arena symbolizes a renewed commitment to fostering the confidence and resilience of young female athletes, marking a pivotal moment in the brand’s ongoing journey to redefine beauty standards and champion inclusivity.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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