Dove Super Bowl 2024 TV Spot, 'Hard Knocks: A Dove Big Game Film'

Set to the tune of "It's a Hard Knock Life," a poignant montage unfolds, depicting young female athletes stumbling and falling while pursuing their sporting passions. Dove's message resonates: it's not the knocks of the game that hinder girls' participation in sports, but rather, the barriers of low body confidence. Transitioning to a more emotive tone, Dove reveals a sobering statistic: 45% of girls abandon sports by age 14. However, there's hope in unity. Together, viewers are encouraged to stand against this trend and support the Body Confident Sport Program, ensuring that young girls stay empowered in their athletic endeavors. Take action by joining the Body Confident Sport program.