The Super Bowl is around the corner. From the highly anticipated halftime show and hilarious commercials to the adrenaline-pumping match itself, there’s plenty to look forward to. For brands, securing a spot for a Super Bowl commercial is a massive opportunity. Dove is seizing the moment with its Game Day commercial, delivering a powerful message aimed at boosting body confidence in girls.
What to expect for Dove’s Super Bowl commercial
This is the brand’s first since 2006 with a crucial message on bolstering self-esteem in young athletes. A 30-second spectacle, airing in the first quarter of the Big Game, puts a fresh spin on the Broadway classic, ‘It’s the Hard Knock Life,’ shedding light on the widespread challenge of low body confidence among young girls, hindering their passion for the sports they adore.
As part of the campaign, Dove has teamed up with Kylie Kelce.
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“Young female athletes should be able to freely express themselves through the sports they love without the pressure of worrying about what they may look like while they play. Sports have so many amazing benefits and I’m so excited to partner with Dove on such an important and special issue to me and my family,” Kelce said in a press release statement.
“As a coach herself, Kylie understands how detrimental negative body talk can be for girls and how influential coaches can be in building self-esteem on and off the field,” Firdaous El Honsali, Global Vice President, Dove Masterbrand, also said in the statement.
Kelce will also be supporting Dove’s Body Confident Sport program, with tools co-developed by Dove and Nike. For the Body Confident Sport campaign, the beauty brand is also collaborating with some other names. This includes footballer Steve Young, his two daughters Summer & Laila Young, and tennis icon, Venus Williams.
This program from Dove is part of the brand’s Dove Self-Esteem Project, which offers tools for self-esteem education.
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