Lucy Bridger's confidence boosting new Super Bowl spot for Dove

February 7, 2024

The new ad, created by Ogilvy and directed by Dark Energy's Lucy Bridger, marks the first time since 2006 that the brand will make an appearance during American football's biggest night, with an important message about boosting self-esteem in young athletes. The spot - broadcasting in the first quarter of the Big Game - provides a new twist on the Broadway classic, 'It's the Hard Knock Life,' illuminating the pervasive issue of low body confidence among young girls, which stops them from playing the sports they love.

Client: Unilever

Global Brand Director: Pau Bartoli
Brand Manager: Laila Hashmi

Agency: Ogilvy
McGurk Client Partner: Lucy Tone
Creative Director: Alison Stevens
Creative Director: Liam Bushby
Creative: Anja Muller
Creative: Nich Shay
Dept Head of Production: Chris Chapman

Production Company: Dark Energy Films
Director: Lucy Bridger
Executive Producer: Matt Brown
Producer: Phil Barnes
Production Manager: James Whetherly
Production Assistant: Janice Puati

Location Manager: Carl Fairall
1st AD: Tristan Hefele
DOP: Sy Turnball
Art Director: Beck Rainford
Costume Designer: Laura Parks
HMU: Darren Evans

Edit: Final Cut
Editor: Kit Wells

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