Dove’s advert for Super Bowl is a endearing story: “These Legs”
Ogilvy UK has been responsible for the advertising campaign
Dove’s advert for Super Bowl continues its fight against body shaming with a campaign full of truths.
During the Super Bowl, brands don’t hesitate to leave us with spectacular campaigns, with big Hollywood stars or recovering past glories. But there is also room for more intimate campaigns, those that leave a mark. A clear example is Google’s “Loretta” advert, and today Dove joins that list.
The brand will take advantage of the most watched halftime show on the planet to continue its fight against “body shaming.” It is a reality that many girls face when they grow up.
“These Legs” is the title of the Dove Super Bowl advert produced by the agency Ogilvy UK. The brand continues its fight against body shaming. According to a study, 45% of girls give up sports at the age of 14 due to a lack of confidence in their own body.
The piece shows us a little girl running non-stop, happy and oblivious to any concerns about her physical appearance. An image that many parents will undoubtedly recognise. Unfortunately, this carefree attitude and innocence will be cut short when she grows up. “At three, these legs are unstoppable. At 14 she’ll think they’re unbearable.”
Going back to the previous study, 48% of girls who stop playing sports at the age of 14 do so because they do not “have the right body type” to do sports activities.
Dove’s advert for Super Bowl follows the brand’s values, which for 20 years has been challenging beauty standards with its “Real Beauty” campaign. A campaign that has managed to connect with more than 114 million young people in 153 countries in the last two decades.
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