After an 18-year hiatus, Dove, the renowned beauty brand known for its empowering self-esteem initiatives, is making a triumphant return to the Super Bowl. Their comeback includes a compelling 30-second commercial with the hashtag #KeepHerConfident, highlighting the brand’s commitment to promoting body confidence in girls. Keep reading to find out more about Dove’s commercial at the Super Bowl.
Find out more about Dove’s commercial at the 2024 Super Bowl
This commercial will be aired during the first quarter of the big game. Its first big game appearance was back in 2006. The new 30-second spot is part of Dove’s long-running Dove Self-Esteem Project.
The project has reached more than 100 million young people with different tools and resources since it started way back in 2004. It aims to reach 250 million lives by 2030.
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“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,” Leandro Barreto, Senior Vice President, Global Dove Masterbrand, said in a press release statement.
Following a survey conducted by Dove and Nike, it was found that 45% of teenage girls globally drop out of sports due to low body confidence.
This resulted in the two brands partnering to create Body Confident Sport. It’s a scientifically proven set of coaching tools that’s been designed to build body confidence in 11-17-year-old girls. The Dove commercial at the 2024 Super Bowl will also help relay the same message. You can find out more about Dove’s project on the brand’s website.
There will be an ad from Dove’s sister brand Hellmann’s Mayonnaise as well for its “Make Taste, Not Waste” campaign.
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