Ad of the Day | Dove Champions Body Confidence and Girls' Joy in Sports in Big Game Ad

Feb. 10, 2026

Beauty brand Dove is returning to the Big Game with "The Game Is Ours," a new :30 commercial 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 will air during the second quarter of the Big Game on February 8th.

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.

Marcela Melero, Chief Growth Officer, Dove Personal Care & Masterbrand North America said:

“Girls are leaving sports at alarming rates due to body confidence pressures. Now more than ever, they deserve environments and support systems that celebrate who they are and what they can do - not what they look like. This campaign is about more than a single moment, it’s part of an ongoing, long-term effort from Dove to remind every girl that her joy, confidence, and love for sports is louder than any criticism she faces.”

 

As part of its wider mission to keep girls confident and playing the sports they love through the Body Confident Sport program, Dove is expanding its Body Confident Collective to bring together game- changing female leaders in sport who understand firsthand how body confidence shapes girls’ experiences on and off the field. Joining forces to help build and protect girls’ body confidence and self- esteem in sport and beyond are new and returning partners:

• Soccer standout Alyssa Thompson
• Sports Icon and Equality Champion Billie Jean King
• Basketball Coach Dawn Staley
• Field Hockey Athlete and Coach Kylie Kelce
• Soccer legend Mia Hamm
• Coach, speaker and Women’s National Football Conference (WNFC) Founder Odessa Jenkins
• Rising tennis star Victoria Mboko

The Big Game marks the first of many sports moments throughout the year where Dove will show up to help keep girls confident and playing the sports they love.