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7 February 2024

Fall and rise.

by Andrew MacGregor


Dove: “Hard Knocks” - 30s

"Why do we fall? So we can learn to pick ourselves up." Yes, it's a line from 'Batman Begins', but it sets up Dove's 2024 Super Bowl commercial rather well. Scored by 'It's the Hard-Knock Life' from 'Annie', the sporty ad uses footage of girls who trip and fall as they play. Yet tumbles like these are not the reason they retire way too early.

The brand argue that low body confidence makes girls sit out sports, not mistakes. Supers reveal that 45% of girls quit sports by the age of fourteen, which puts both mental and physical health at risk. Whatever Dove’s Body Confident Sport programme entails, they want Big Game viewers to investigate further.


Creative Agency: Ogilvy UK Ⓟ Ⓦ
Creative Director: Alison Steven
Creative Director: Liam Bushby
Creative: Anja Muller
Creative: Nick Shay
Film Production: Dark Energy Ⓟ Ⓦ
Director: Lucy Bridger Ⓦ (Agile Films Ⓟ Ⓦ)
Producer: Phil Barnes
Production Manager: James Whetherly
Production Ass'nt: Janice Puati
Executive Producer: Matt Brown
Cinematographer: Sy Turnbull
Production Designer: Beck Rainford
Costume Design: Laura Parks
HMU: Darren Evans
Editing: Final Cut Ⓟ Ⓦ
Editor: Kit Wells Ⓦ (Final Cut Ⓟ Ⓦ)
Sound Design:
Sound Designer:
Music: It's the Hard-Knock Life - Annie OST

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