Dove + Nike - Hard Knocks
SUPERBOWL spot! Dove (in partnership with Nike): For Years Dove have supported real women and real beauty via their Self Esteem initiatives. This year they are partnering with Nike on a Sports Program to help train coaches to better understand the challenges for girls in sport. By 14 years old 45% of girls have dropped out of sport due to low body confidence and we're aiming to reverse this trend with this campaign. Ogilvy London brought in C+R at the 11th hour after working with Stralkr and Hazel May and being unhappy with the results. With very little time to spare, we curated, cleared, and licensed 6 out of 7 shots in the final spot (the original ask was for us to replace 1 shot). Client was thrilled with the result. Final spot: mix of UGC, Stock, and original production. Stalkr licensed one clip (soccer girl).
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. In the final 15 seconds, the message shifts to expose how girls drop out of sports because of low self-esteem associated with their bodies.
“From our research, we know that body confidence is the No. 1 reason girls are dropping out of sports,” said Greg Ross, chief operating officer of Unilever North America Personal Care. “As a champion of self-esteem for girls, Dove is committed to providing tools and resources like Body Confident Sport to help them stay confident in the activities that are important to them.”
