A little self-esteem building with your Super Bowl?

Dove's "Campaign for Real Beauty" invades the big game.

Published February 3, 2006 8:16PM (EST)

For all you football fans who are gearing up for the Super Bowl this Sunday, here's something unexpected you'll be seeing at this year's big game.

Dove is kicking off the next phase of its Campaign for Real Beauty with a Super Bowl ad. Remember that huge ad blitz last summer featuring six not-size-2 women in their skivvies, which was supposed to make us feel all you-go-girl empowered about our "real beauty," but also inspired to buy cellulite cream from Dove?

Well, the new phase of the campaign focuses on improving girls' self-esteem and body image. That's right, a company that sells cellulite cream has now solemnly resolved to teach little girls to recognize their inner beauty, and it's starting at the Super Bowl!

Not your standard halftime fare, but the press release promises that the 45-second spot will be "heart-tugging."

Um, we'll let you be the judge of that.

By Katharine Mieszkowski

Katharine Mieszkowski is a senior writer for Salon.

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