Dove Returns to the Super Bowl, Championing Body Confidence for Girls in Sports
Dove is once again using the Super Bowl spotlight to address a critical societal issue, this time focusing on the growing problem of young girls dropping out of sports due to low body confidence. The Unilever-owned beauty brand has confirmed that it will air a 30-second commercial during the fourth quarter of the Big Game. Titled “These Legs: A Dove Big Game Film,” the ad was released on February 4, giving viewers an early look at a message intended to spark change in how we talk to and about girls as they navigate adolescence.
The Spot: “These Legs: A Dove Big Game Film”
In the newly revealed commercial, a three-year-old girl joyfully runs down the sidewalk with text reading, “At three, these legs are unstoppable.” Suddenly, the message shifts: “At 14, she’ll think they’re unbearable.” Emphasizing how self-perception can transform when body confidence takes a hit, the ad wraps up with a call to action: “Let’s change the way we talk to our girls.”
By dramatizing the loss of confidence that can arise in a girl’s tween and teen years, Dove highlights a major factor contributing to the declining number of girls participating in sports. Research has shown that body image concerns can significantly reduce self-esteem—and for many girls, that means giving up the physical and social benefits that come with youth athletics.
Continuing Dove’s Body-Positive Legacy
Dove’s decision to tackle this issue during the Super Bowl adds to a rich history of using prominent advertising platforms for social advocacy. The brand is well known for its Dove Real Beauty campaigns, focusing on challenging narrow beauty standards and encouraging inclusive, positive messages. This Big Game spot steps beyond broad concerns of body image, zeroing in on the specific correlation between self-esteem and sports participation.
“Let’s change the way we talk to our girls.”
— “These Legs” Ad Copy
Dove and Ogilvy Collaborate for Social Impact
The ad was created in partnership with WPP’s Ogilvy, reflecting a long-standing relationship that has produced some of Dove’s most memorable campaigns. A continued emphasis on real-life experiences and emotional storytelling has been a hallmark of their collaborations, from empowering older women to helping young girls see themselves in a healthier, more positive light.
Why Body Confidence in Sports Matters
According to national data, the teen years can be a turning point for many girls: lack of body confidence can breed feelings of inadequacy, ultimately undermining their willingness to participate in sports. By shining a Super Bowl-level spotlight on this issue, Dove is trying to reach a broad and diverse audience, including parents, coaches, and community leaders who can influence how teenage girls perceive their own bodies.
Looking Ahead
While many Super Bowl ads rely on humor, big-name celebrity cameos, or over-the-top spectacles, Dove once again opts for messaging rooted in emotional resonance and social responsibility. By featuring a young girl and illustrating how her relationship with her body might shift over time, the brand stirs vital conversation about sports, self-esteem, and collective responsibility.
Fans and viewers can expect Dove’s 30-second spot to roll out in the fourth quarter of the Super Bowl, continuing a tradition of socially conscious campaigns during one of the year’s most-watched televised events.
