Unilever’s Dove is back in the Super Bowl promoting its female-focused side for the first time since 2006, with a 30-second spot from Ogilvy in the first quarter.

As was the case 18 years ago, the spot is an outgrowth of Dove’s long-running “Campaign for Real Beauty,” which turns 20 next year. This spot backs a #KeepHerConfident campaign through the Dove Self-Esteem Project and a new Body Confident Sport program co-developed with Nike.
 

Dove co-commissioned research finding that 45% of teen girls globally drop out of sports due to low body confidence. The program with Nike will create what the Unilever brand bills as a first-of-its-kind and scientifically proven set of coaching tools to build body confidence in girls ages 11 to 17.

Creative details were not disclosed.

“Dove is on a mission to make sports a place where all girls can thrive and feel like they belong,” said Leandro Barreto, senior VP of the global Dove Masterbrand, in a statement. “The prevalence of negative body talk in sports and focus on appearance over ability harms girls’ body confidence. As the biggest champion of self-esteem for girls globally since 2004, we are thrilled to return to the Big Game and use this massive stage to drive meaningful awareness for this important issue and help girls stay in sports.”

Dove’s male-focused Men+Care brand was in the game more recently with ads in 2010 and 2015. And the female-focused master brand ran a pregame ad last year behind a “Change Is Beautiful” campaign backing a restage of its body wash line.