A staggering 1 in 2 girls drop out of sports by age 14 in the US — a trend largely driven by low self-esteem and confidence. Dove, a long-term champion of women’s self-esteem, commissioned research to dig deeper into why this issue was happening and found that, of the girls that drop out of sport, 50% were told their body wasn’t good enough for their sport. To challenge this issue head-on, Dove intentionally showed up at the biggest stage in advertising, the Super Bowl, to showcase the first ever rendition approved for advertising of the iconic track ‘Born to Run’ by Bruce Springsteen, reimagined by Grammy-winning artist, H.E.R. and British production team Thunderdrum The accompanying campaign film features a little girl running freely, symbolizing the unburdened joy of movement before societal narratives, loss of innocence and growing self-awareness take hold. The result is a heartwarming ad with a gentle yet powerful rendition of the song that Bruce Springsteen approved for use in advertising for the first time ever.