Dove Brings Its Message of Confidence to the Super Bowl and Grammys

Campaign Snapshot

▶Brand: Dove

▶Campaign Title: “The Game Is Ours”

▶Launch Date: February 8, 2026

▶Agency: Ogilvy

▶Core Platforms: TV broadcast, socials

▶Primary Product / Focus: The Dove Body Confident Sport Program

Dove is showing up in two very different places this year, the Super Bowl and the Grammys, with the same idea carried in two distinct forms.

One centers on girls in motion, reclaiming joy in sport, while the other moves through music, rhythm, and dance.

They show how Dove has spent years building girls' confidence in whatever they do, carrying this brand message consistently so it resonates with its target audience.

During Super Bowl 60, Dove will air a 30-second spot created by advertising giant Ogilvy that focuses on girls staying in sport at a time when many leave early.

The message responds to a familiar drop-off point, with research showing that about half of girls quit sports by age 14, often tied to body confidence pressures.

"This campaign is about more than a single moment," Marcela Melero, chief growth officer of Dove Personal Care & Masterbrand North America, said. 

"[I]t’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."

“The Game Is Ours” opens quietly, with a young athlete facing her reflection as text points to criticism girls often hear about their bodies.

A clap breaks the stillness, setting a rhythm that carries through scenes of basketball courts, swimming pools, and football fields.

The movement builds naturally, as girls play, laugh, and celebrate what their bodies can do.

The commercial ends with the call to action, "Together we can keep girls playing. Your purchase supports the Dove Body Confident Sport program."

Sport as a Confidence Space

“The Game Is Ours” will air during the second quarter of the Seahawks–Patriots matchup.

It's a placement that puts a girls-first message inside a broadcast still largely shaped by men’s sports culture.

The Super Bowl spot also expands Dove’s Body Confident Sport Collective.

New ambassadors such as basketball coach Dawn Staley and soccer player Alyssa Thompson join long-time partners, including Billie Jean King, Kylie Kelce, and Odessa Jenkins.

The group reflects Dove’s continued investment in youth sports spaces, where confidence is shaped long before adulthood.

Dove’s campaign for "Real Beauty" was launched in 2004 with Ogilvy, the same year its Self-Esteem Project began.

Since establishing this specific brand identity, the education initiative has reached more than 137 million young people across 153 countries.

Music as Self-Expression

At the Grammys, Dove takes a different route.

“Let Your Body Body Vol II” premiered Sunday during the awards show, marking the brand’s debut as an official partner.

The ad leans into early-2000s pop culture, remixing The Pussycat Dolls hit “Don’t Cha” into a new track written and performed by Nashville-based artist Molly Grace.

Shot in London at Wembley Stadium’s pink parking garage, the spot follows a group of women dancing together in bright sportswear.

The setting and styling nod to Y2K-era music videos, and the visuals exude natural confidence through movement.

Dove’s Alcohol-Free Whole Body Deo is, of course, one of the stars, naturally incorporated into the dance and overall message.

The music-led approach follows last year’s rework of “My Neck, My Back,” showing an ongoing commitment to sound as a way to connect confidence with everyday expression.

A Consistent Brand Voice

The Grammys spot connects naturally to Dove’s "Hot Seats" initiative, which has relied on scavenger hunts, pop-up performances, and ticket drops to meet fans in live music events.

Past activations have included small shows and city-wide searches tied to major tours and festivals, like Charli xcx's sold-out Brat tour last year.

This places Dove inside experiences people already care about instead of pulling them into something totally unfamiliar.

Dove’s 2024 Real State of Beauty report underpins the brand’s updated platform.

The brand uses data to show how growing appearance pressures, amplified by AI-generated content, continue to shape how women and girls see themselves.

This same insight carries into both 2026 campaigns.

Sport centers on joy and participation, while music leans into movement and self-expression, but the brand voice stays steady throughout.

These latest efforts reflect how Dove maintains its voice across very different moments:

• Carry one message into many environments. Keeping the same core idea allows the brand to move comfortably between sport, music, and live events.
• Let participation do the talking. Movement, play, and shared experiences communicate confidence more effectively than explanation.
• Show up where people already gather. Meeting audiences in spaces they care about helps the message feel more natural.

This consistency helps the brand's message feel familiar over time without becoming stale, allowing itd to grow while staying true to its core beliefs and purpose.

Our Take: Why Is Dove Showing Up Everywhere Right Now?

I think that Dove is deliberately being present in the Super Bowl and the Grammys.

Confidence isn’t built in one place, and the brand is showing that it's fully aware of this fact.

Sport reaches girls at the point where many decide whether to keep going, while music connects with audiences still finding identity and self-expression.

Showing up in both spaces allows Dove to stay relevant, which may be the hardest part of long-term brand work.

Creative teams working across sport, music, and entertainment often face the challenge of carrying meaning across very different stages.

These top agencies experienced in cultural storytelling help brands translate long-held values into moments that feel grounded wherever they appear.