Beauty brand Dove returns to Super Bowl LIX with ad promoting body confidence for girls in sports

Beauty brand Dove is back at the Big Game with a new ad to raise awareness of the impact negative body talk can have on girls in sports.

Inspired by the findings that nearly half of girls who drop out of sports are criticized for their body type, Dove's 30-second spot will air during the fourth quarter, with an important message about boosting body confidence in young athletes.

Created in partnership with Ogilvy UK, the ad underscores Dove's ongoing commitment to keeping girls in sports through the Body Confident Sport program - a first-of-its-kind and scientifically-proven set of coaching tools to build body confidence in 11-17-year-old girls and encourage them to stay in sports.

Marcela Melero, Chief Growth Officer, Dove Personal Care North America: "As a global leader in self-esteem education, Dove is dedicated to helping girls feel confident in sports and beyond. But this focus on appearance over ability is shattering girls' confidence and preventing them from thriving in the sports they love. That's why Dove is proud to return to the Big Game to inspire coaches and communities with our Body Confident Sport program. Together, we can help keep her confident – both on and off the field."

The spot is anchored by a re-recording of Bruce Springsteen's iconic 1975 track "Born to Run," 50 years after its original release, with an instrumental accompaniment by GRAMMY and OSCAR award-winning singer, songwriter and producer H.E.R. The recording is intended to serve as an anthem for the next generation of young girls in sports and amplify the commitment to #KeepHerConfident.

H.E.R., GRAMMY and OSCAR award-winning singer, songwriter and producer: "It's been an honor to do a version of this iconic song, 50 years after its release. Partnering with Dove on this project means the world to me because I feel like part of my purpose is to empower young girls to go against the grain and hold onto their confidence. I hope this movement inspires young girls to continue to love what they see in the mirror, stay in sports, and believe in themselves and realize they are truly unstoppable."

Dove has also assembled the Body Confident Collective: an all-star squad of influential female voices in sports to support the Body Confident Sport program, and inspire young athletes to feel more confident while playing the sports they love. New and long-time partners include:

Billie Jean King, sports icon and equality champion

Sabrina Ionescu, New York Liberty guard

Venus Williams, tennis champion, entrepreneur and philanthropist

Kylie Kelce, field hockey athlete and coach

Tara Davis-Woodhall, Olympic long jump gold medalist

Odessa Jenkins, founder of the Women's National Football Conference

Emma Navarro, American tennis star

In the run-up to the Big Game, Dove and the Dove Body Confident Collective will host a series of events across New Orleans to spotlight the pressures young girls face around body image in sports, and put lessons from the Body Confident Sport program into practice.

www.dove.com

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