In Dove’s Super Bowl 60 ad, girls march to their own beat. Literally.
The beauty brand is returning to the Big Game with a 30-second ad encouraging joy and confidence at a time when half of girls quit sports by age 14 due to low body confidence.
For the third consecutive year, Dove will use its spot to show what happens when we support girls to focus on what their bodies can do, not how they look.
Its 2026 commercial, “The Game is Ours,” which was created by Ogilvy, opens with a young athlete looking in the mirror as text reads: “One in two girls who quit sports are criticized for their body type.” As the young girl claps, Dove declares: “But our joy is louder.”
What follows is a montage of girls playing sports, including basketball, swimming, and football, creating a catchy rhythm through movement and celebration.
The ad will air during the second quarter of the testosterone-heavy Seattle Seahawks vs. New England Patriots game.
“This campaign is about more than a single moment — it’s about reminding every girl that her joy, confidence, and love for sport are louder than any criticism,” said Marcela Melero, chief growth officer for Dove in North America.
She added: “Girls are leaving sports at alarming rates due to body confidence pressures. Now more than ever, they deserve environments that celebrate who they are and what they can do.”
Dove’s commits to girls
As part of the campaign, Dove is expanding its Body Confident Sport Collective to include new ambassadors such as basketball coach Dawn Staley and soccer star Alyssa Thompson. They’ll join returning partners Kylie Kelce, tennis icon Billie Jean King, and Odessa Jenkins to amplify Dove’s mission to raise and protect girls’ self-esteem — in sport and beyond.
Dove’s Super Bowl investments continue the brand’s legacy of challenging societal beauty standards, a cause it’s been championing since 2004 through its commercially successful “Campaign for Real Beauty.”
Founded in the same year, the brand’s “Self Esteem Project” education initiative has reached more than 137 million young people across 153 countries since 2004.
Fellow Unilever brand Hellmann’s will also run an ad during the Super Bowl starring comedian Andy Samberg as larger-than-life performer Meal Diamond.
