1 month ago
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For the second consecutive year, Dove is showing up at the Super Bowl in support of its Body Confident Sport campaign. The over-50-year-old brand will air a 30-second spot titled “These Legs” on Sunday night during the game’s 4th quarter. The ad was designed to address the fact that almost half of girls drop out of sports before they reach age 14, as a result of low body confidence.
In the spot, a toddler-aged girl is pictured running down a street. “At 3, these legs are unstoppable,” a text overlay reads, followed by, “At 14, she’ll think they’re unbearable. … 1 in 2 girls who quit sports are criticized for their body type. … Let’s change the way we talk to our girls.” The corresponding hashtag is #KeepHerConfident. The ad features a version of Bruce Springsteen’s “Born to Run.” The brand tapped Grammy- and Oscar-award-winning artist H.E.R. to create an instrumental re-recording of the 50-year-old track.
A Super Bowl spot costs around $7 million dollars, sometimes even more. But according to Kathryn Holl Hernandez, Dove’s head of purpose and engagement in North America, the opportunity makes the investment worthwhile.
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English (US) ·