THE AD: “At three, these legs are unstoppable,” says Dove in its Super Bowl 59 ad, which shows a carefree little girl giggling and running. “At 14, she’ll think they’re unbearable.”

It’s a gut-punching message, but it’s true. Stats then flash on the screen explaining that 45% of girls drop out of sports due to low body confidence by age 14. Of those who do, 48% have been told they don’t have the “right body type” to play.

“1 in 2 girls who quit sports are criticized for their body type. Let’s change the way we talk to our girls,” Dove says in “Keep Her Confident” forgoing diagloue to deliver an important message.

MY HOT TAKE: The image of the girl running joyfully is a stark contrast to the reality that toxic body talk is impacting how young women view sports as they approach adulthood. The music, a reimagined version of Bruce Springsteen’s “Born to Run” by H.E.R., tugs at the heart strings, too.

It all adds up to something that feels very (and, sorry to use this word—but it’s the right one) authentic for a brand that has spent over 20 years challenging societal beauty standards through its commercially successful “Campaign for Real Beauty” and its education program the “Self Esteem Project.” The commercial is part of Dove’s “Body Confident Sport” initiative, which offers 11 to 17 year-old girls coaching tools to build body confidence and encourage them to stay in sports.

My only concern is that, among all the other high-octane ads featuring singing seals and flying eyebrows, this one was a little too subtle. However, where other brands have zigged away from purpose-driven marketing, Dove has zagged—and as a mom to a young kid myself, I’m here for it.

Watch Dove’s Super Bowl 59 ad, “Keep Her Confident” below.