Dove Unveils New Super Bowl Ad Highlighting Body Confidence in Sports

Dove will debut a new 30-second advertisement during the 2025 Super Bowl, emphasizing the brand’s Body Confident Sport program. The commercial, created in collaboration with WPP’s renowned creative agency Ogilvy, is set to air during the fourth quarter of next year's game.

This marks Dove's second consecutive Super Bowl appearance since its return in 2024 after a hiatus since 2006. The upcoming ad will echo themes from last year’s “Hard Knocks” spot, addressing the ongoing issue of low body confidence among young girls in sports. According to a joint statement from Dove and PRNewswire, "nearly half of girls drop out of sports by age 14 due to low body confidence."

The Body Confident Sport program, launched in October 2023, is part of the broader Dove Self-Esteem Project. Since 2004, this initiative has focused on boosting confidence and promoting body positivity in children.

Dove is a subsidiary of Unilever, a global leader in consumer goods. Mita Mallick, a former diversity outreach and marketing expert at Unilever, praised Dove’s consistent efforts to connect deeply with its audience. “When you find something that really resonates with your consumer, that’s a home run,” said Mallick, who is also the Wall Street Journal Best Selling Author of Reimagine Inclusion. “I think Dove has done that time and time again really well.”

By using the Super Bowl's massive platform, Dove aims to continue raising awareness about the importance of body confidence in young girls, reinforcing its commitment to fostering a positive self-image through its long-standing initiatives.