From banging athletic facility lockers to chanting on the flag football field, Dove’s Super Bowl LX spot is loudly reminding football fans that young girls cannot be pushed to the sidelines.
The 1957-launched personal care brand unveiled its third consecutive Super Bowl spot, titled The Game Is Ours, based on the statistic that one in two girls quit sports by age 14 due to low body confidence, according to Dove’s announcement.
Created with Ogilvy, the 30-second ad spotlights competitive swimmers launching off of diving boards, gymnasts chalking their hands and marching band musicians playing in the stands. It will air during the Super Bowl’s second quarter and kick off Dove’s 2026 Body Confident Sport platform, which donates US$0.05 of each purchase to supporting girls in sports.
Dove released the spot on January 30 and tapped Edelman for the campaign’s PR.
Dove’s Body Confident Sport Collective program launched in 2023 with Nike to help coaches protect girls’ confidence through education on body talk in sports settings, guide them on what female athletes’ bodies experience in sports and emphasise the importance of athletes listening to their bodies.
The program involves long-term partnerships with Kylie Kelce, wife of former Philadelphia Eagles center Jason Kelce and mother of four daughters, and South Carolina Gamecocks women's basketball coach Dawn Staley.
The Game Is Ours also supports the Dove Self-Esteem Project, which Dove launched in 2004 to provide free body confidence resources to parents, teachers and youth. The project has reached over 137 million young people globally and aims to reach 250 million by 2030, according to Dove’s announcement.
Source: Campaign US
