Dove will be back at the big game for the first time since 2006. At that time, its ad stressed the importance of boosting self-esteem in young girls. This year, Dove’s Super Bowl spot echoes a similar message with a call to #KeepHerConfident through the Dove Self-Esteem Project and new Body Confident Sport Program developed with Nike.

The ad is airing in Canada during the first quarter of the game Sunday, February 11, 2024. Dove is working with Mindshare on the paid media strategy, Ogilvy on the creative, with Edelman handling the PR strategy. 

Dove made the decision to return to the Super Bowl to ensure its message reaches as many girls and parents as possible. For the past several years, Dove has championed breaking unrealistic beauty standards and putting real women and realistic body types at the heart of its messaging. The brand has taken that mission to the sports world to help make it a positive place for women and girls by championing body confidence and furnishing next-gen athletes with the tools to build self-esteem and body confidence.

In 2023, Dove partnered with Nike to create Body Confident Sport, an evidence-based set of coaching tools to help build body confidence in girls aged 11 to 17. Since its inception in 2004, the Dove Self-Esteem Project has reached more than 100 million young people with no-cost tools and resources. The brand says the program is on track to reach 250 million by 2030.

Dove and Nike also commissioned a survey to discover the impact that girls’ experience in sports has on their confidence and the drivers behind girls dropping out of sports. The research concluded that girls who participate in sports, and stay with it through their teenage years, are more likely to have higher body confidence and experience benefits throughout their lives as a result.