Beauty brand Dove returns to 2025 Super Bowl

Dove will sport a new 30-second advertisement for the 2025 Super Bowl that highlights the brand’s Body Confident Sport program.

The advertisement, created in partnership with WPP’s Ogilvy, a creative advertising agency, will air during the fourth quarter of next year’s Super Bowl.

Dove returned to the Super Bowl last year after its last one in 2006. Similar to its advertisement for the 2024 Super Bowl, called “Hard Knocks,” next year’s spot will focus on the issue of low body confidence among younger girls in sports. According to a statement released by Dove and PRNewswire, “Nearly half of girls drop out of sports by age 14 due to low body confidence.”

The Company’s Body Confidence Sport program launched in October 2023 and is part of the Dove Self-Esteem Project, which has promoted building confidence and body positivity in children since 2004.

Dove is one of many companies owned by Unilever, a global consumer goods company. Mita Mallick, who worked with Unilever for over seven years in diversity outreach and marketing, said that Dove had taken the time to “find a really strong insight that resonated with their consumer” in their advertisements and marketing.

“When you find something that resonated with your consumer, that’s a home run,” said Mallick, Wall Street Journal Best Selling Author, Reimagine Inclusion. “I think Dove has done that time and time again really well.”