Beauty brand Dove is returning to the Big Game with “The Game Is Ours,” a :30 celebrating the joy, resilience, and confidence of girls when they are encouraged to focus on what their bodies can do–not how they look–when playing sports. Developed in partnership with Ogilvy, the spot–directed by Savanah Leaf of Park Pictures–will air during the second quarter of the Big Game on February 8.
Dove research shows that one in two girls who quit sports have been criticized for their body type. As appearance-based scrutiny becomes normalized, joy erodes, and girls are pushed out of athletic activities proven to build self-esteem and body confidence.
This insight underscores the importance of the Dove Body Confident Sport program, a first-of-its-kind, scientifically proven set of coaching tools launched in 2023 to help kids ages 11–17 build body confidence and feel a sense of belonging in sports.
“The Game Is Ours” centers on more than 90 young athletes in a bold, movement-driven spot where collective choreography across sports like swimming, track and field, American football and mixed martial arts captures the unstoppable force of confident girls coming together. The real sounds of their bodies during play become the soundtrack for the campaign. As their movement and voices build, their joyful sounds cut through and drown out negative body talk—proving that their joy is louder, and that the game is theirs to play.
