Dove Shows Up for Young Girls at Super Bowl LX

Dove is showing up at the Super Bowl for the third consecutive year, with a spot that champions girls’ body confidence. 

Airing in the second quarter of the game, the 30-second spot, created in partnership with Ogilvy, will send a message of empowerment to girls, encouraging them to keep playing the sports they love with confidence and joy. This comes in response to research from the brand that found one in two girls quit sports by the age of 14 due to low body confidence. 

The film, titled ‘The Game is Ours’, opens with a young girl looking in the mirror alongside text reading, “1 in 2 girls who quit sport are criticized for their body type”. Steadying herself, she takes a breath before clapping, kicking off a montage of girls playing sports and clapping along, supported by the line, “But our joy is louder”. 

Showcasing the breadth of sports that girls play and love and featuring over 90 young athletes, the movement-driven campaign goes on to ask the question, “Are you listening?”, imploring Big Game audiences to pay attention as the spot closes with an empty playing field that reads ‘The Game is Ours’. 

The campaign kicks off another year of Dove showing up at the biggest moments in sports, supporting its mission to remind viewers of the power of keeping girls' self-esteem high on and off the field. In taking the message to the Super Bowl – one of sport’s most male-dominated nights – Dove is steering the conversation in 2026 towards building girls' confidence and keeping them in the game through the Body Confident Sport programme.

To amplify the message beyond the campaign, Dove is continuing its partnership with Kylie Kelce, a long-time brand partner, mother, podcaster, athlete and coach who brings a powerful and relatable voice to Dove's mission of raising and protecting self-esteem in girls both on and off the field.

“Girls are leaving sports at alarming rates due to body confidence pressures. Now more than ever, they deserve environments and support systems that celebrate who they are and what they can do - not what they look like.” said Marcela Melero, chief growth officer, Dove Personal Care & Masterbrand North America. “This campaign is about more than a single moment, it’s part of an ongoing, long-term effort from Dove to remind every girl that her joy, confidence, and love for sports is louder than any criticism she faces.”

The Body Confident Sport programme was co-developed with Nike and launched in 2023 as part of the Dove Self Esteem Project, which has offered free, evidence-based resources for parents, teachers, mentors and kids since 2004. The initiative is the largest provider of body confidence and self-esteem education globally, reaching more than 137 million young people in over 150 countries over the last two decades.