Unilever beauty brand Dove will return to the Super Bowl in February 2025 with a new 30-second spot addressing the issue that nearly half of girls drop out of sports by age 14 due to low body confidence.  

The spot—created in partnership with WPP’s Ogilvy--will air in the fourth quarter. It will underscore Dove’s commitment to keeping girls in sports through the Body Confident Sport program.  

That program was created in 2023 in a collaboration between Dove and Nike.  

The program is billed as a first-of-its-kind, scientifically-proven set of coaching tools to build body confidence in 11–17-year-old girls. 

Marcela Melero, Chief Growth Officer, Dove Personal Care North America, stated, "We know that girls who stay in sports have higher body confidence and thrive in other areas of life. We are proud to return to the big game for a second year with this platform and message." 

The Body Confident Sport program is available via the Dove Self-Esteem Project, which has offered free, evidence-based resources for parents, teachers, mentors, and kids since 2004.