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Dove’s Super Bowl Ad is delivering a powerful message about the impact of body criticism on young female athletes. With nearly half of girls dropping out of sports by age 14 due to low body confidence, the brand is tackling a widespread issue head-on in its 30-second Big Game spot.
Set to a moving cover of Bruce Springsteen’s ‘Born to Run’ by H.E.R., the ad follows a young girl running freely — until she reaches adolescence, where body shaming starts to hold her back. With the stark message that 1 in 2 girls quit sports after being told they don’t have the right body type, Dove urges parents, coaches, and communities to rethink how they talk to young athletes.
As part of its Body Confident Sport program, Dove is offering tools to help girls build resilience and stay in sports. With endorsements from Venus Williams and Billie Jean King, this campaign is a movement to keep girls confident on and off the field.
Image Credit: Dove
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