"The newest chapter is a gut-punching 30 seconds centered on a carefree 3-year-old girl whose perception of her body will do a 180 by the time she’s 14."
Dove returns to the Big Game with a new campaign by Ogilvy UK to raise awareness of the impact negative body talk can have on girls in sports. Every girl deserves to keep playing the sports they love, yet 1 in 2 girls who quit sports are criticised for their body type.
The campaign underscores Dove’s ongoing commitment to keeping girls in sports through the Body Confident Sport program - a first-of-its-kind, scientifically-proven set of coaching tools to build body confidence in 11-17-year-old girls and encourage them to stay in sports.
The spot is set to a re-record of Bruce Springsteen's iconic 1975 track "Born to Run," 50 years after its original release, featuring GRAMMY and OSCAR award-winning singer, songwriter and producer H.E.R. The recording serves as an anthem for the next generation of young girls in sports to #KeepHerConfident.
For over 20 years Dove has been committed to putting women and girls at the centre of everything we do – and that includes the Big Game! In amongst the high-octane ad breaks, Dove aims to put a little girl’s unbridled joy at the heart of this worldwide event – See Her Run! A reflective moment to cut through with a powerful message to ensure this joy is never taken away.
Let’s Change Beauty.