Dove's Hard Knocks Message Encourages Body Confidence in Super Bowl Ad

Kylie Kelce will support the campaign, which focuses on girls in sports

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Dove‘s first body positivity spot in the Super Bowl in nearly 20 years will celebrate body confidence for girls in sports.

The ad, produced by ADWEEK’s Global Agency of the Year Ogilvy, puts on a spotlight on the stat that 45% of girls quit sports because of low body confidence.

The spot, titled “Hard Knocks,” begins with 15 seconds of girls taking hard hits or falls in sports, with each timed to the beat of the Broadway classic “It’s the Hard-Knock Life” from Annie.

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