As part of the Dove Self-Esteem Project, the brand worked with Nike on research for its Body Confident Sport program to help build body confidence in 11- to 17-year-old girls.
Additionally, the brand is working with Kylie Kelce, Venus Williams and former NFL QB Steve Young and his daughters as ambassadors to the program.
“More girls and women are watching, a lot of moms watch the Super Bowl,” said Taylor, adding that Ogilvy is working at the intersections of health, social media of culture with Dove. “I think we’re bringing more people to the table.”
En Español
Ogilvy’s intercultural group helped put Spanish-language spots together for the Univision broadcast, for Audi and Total by Verizon.
The Audi campaign, “What Drives Us,” aims to reach the Hispanic community, which is the fastest-growing luxury segment in the U.S. The creative was directed by Wes Welker, the only person from Free the Work’s 2023 Super Bowl shortlist, which spotlighted diverse directors.
Total by Verizon’s campaign idea utilizes Elvis Crespo’s classic dance song, “Suavamente,” but reworked for the Total by Verizon plan in “Totalmente.” The video already has 242 million views and counting on YouTube.
Using Canadian humor
Taylor and Bulchandani emphasized that the Super Bowl is a global viewing phenomenon, which is why they wanted to create spots for the Canadian broadcast that were uniquely Canadian.
The spot for TD Bank utilizes dry humor to promote, while one for H&R Block uses quirky scenarios about the certainty of doing your taxes.
“We’re really proud it’s very Canadian. It’s going to speak to that audience in the same way the Univision work is going to speak to its audience,” said Taylor.
The Tayvis effect
Beyoncé wasn’t the only pop superstar of the night. Of course, Taylor Swift showed up to root on her boyfriend, Travis Kelce. There was a worry, however, that she might not make it, since her tour had her performing in Japan.
