Dove's Super Bowl Ad Challenges Toxic Body Talk in Sports
Georgia Wray Norsten — February 5, 2025 — Marketing
References: adweek
Dove's Super Bowl Ad is delivering a powerful message about the impact of body criticism on young female athletes. With nearly half of girls dropping out of sports by age 14 due to low body confidence, the brand is tackling a widespread issue head-on in its 30-second Big Game spot.
Set to a moving cover of Bruce Springsteen’s 'Born to Run' by H.E.R., the ad follows a young girl running freely -- until she reaches adolescence, where body shaming starts to hold her back. With the stark message that 1 in 2 girls quit sports after being told they don’t have the right body type, Dove urges parents, coaches, and communities to rethink how they talk to young athletes.
As part of its Body Confident Sport program, Dove is offering tools to help girls build resilience and stay in sports. With endorsements from Venus Williams and Billie Jean King, this campaign is a movement to keep girls confident on and off the field.
Image Credit: Dove
Set to a moving cover of Bruce Springsteen’s 'Born to Run' by H.E.R., the ad follows a young girl running freely -- until she reaches adolescence, where body shaming starts to hold her back. With the stark message that 1 in 2 girls quit sports after being told they don’t have the right body type, Dove urges parents, coaches, and communities to rethink how they talk to young athletes.
As part of its Body Confident Sport program, Dove is offering tools to help girls build resilience and stay in sports. With endorsements from Venus Williams and Billie Jean King, this campaign is a movement to keep girls confident on and off the field.
Image Credit: Dove
Trend Themes
1. Empowerment Through Advertising - Brands are utilizing emotionally powerful narratives to challenge societal norms and promote positive social messages.
2. Resilience-building Initiatives - Programs designed to build emotional resilience among young people are gaining traction as key components of brand offerings.
3. Celebrity-endorsed Advocacy - The use of high-profile advocates to lend credibility and raise awareness for social causes is reshaping marketing strategies.
Industry Implications
1. Sports Apparel - Sportswear brands are positioned to benefit from increasing demand for inclusive and body-positive designs that encourage youth participation.
2. Media & Advertising - Advertising agencies are exploring new narratives that focus on social empowerment and emotional storytelling to engage audiences.
3. Mental Health & Wellness - Organizations offering mental health and wellness support for youth are expanding services in response to growing awareness of sports-related body image issues.
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