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Dove “Most Likely To” 2025

Dove “Most Likely To” (2025) is a Dove commercial directed by Henry-Alex Rubin for Ogilvy Canada, produced by Smuggler @ Soft Citizen. It won 5 awards, including One Show 2025 Gold Pencil — Moving Image Craft & Production, LIA 2025 Silver — Online Film / Zeitgeist and Clio 2025 Bronze — Film Craft / Casting.

High school girls share their insecurities and struggles with body image, then find confidence through the Dove Self-Esteem Project.

Video: DoveCanada on YouTube

Shot by shot

  1. A title card with the Dove logo and text about real stories from high school girls, then a shot of three high school girls in a hallway.© Dove0:00
  2. A young Black woman with her hair in two buns stands in a school hallway, looking directly at the camera with a neutral expression.© Dove0:09
  3. A young female basketball player in a white and blue uniform sits on a bench in a school gym, looking directly at the camera with a neutral expression.© Dove0:11
  4. A young woman with dark hair sits on bleachers in a school gym, looking at her phone, then looks up at the camera.© Dove0:23
  5. A young female student sits alone at a desk in a classroom, writing in a notebook, as sunlight streams through the window.© Dove0:45
  6. A young female student with dark hair sits at a desk in a classroom, looking directly at the camera with a serious expression.© Dove1:08
  7. A young woman with dark hair in a tank top sits at a desk in a classroom, looking tired, as sunlight streams in.© Dove1:09
  8. A young female with long curly hair looks directly at the camera with a serious expression in a school hallway, with text overlayed.© Dove1:27
  9. A young woman with curly hair and a nose ring looks directly at the camera, with the text "MOST LIKELY TO 'hurt myself when I feel ugly'" superimposed over her image in a school hallway.© Dove1:30
  10. A young Black woman with space buns and braces smiles at the camera, with the text "MOST LIKELY TO 'love myself'" appearing below her.© Dove1:42

Stills © Dove. Made by Ogilvy Canada, Smuggler @ Soft Citizen and Henry-Alex Rubin.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Girls' "Most Likely To" yearbook predictions reveal their deepest insecurities.

Tagline: “Join us for a virtual body confidence workshop in schools across Canada. Sign up at Doveday.ca”

teen angstbody image issuesself-acceptance journeyyearbook predictionsempowerment through vulnerabilitysocial commentary

The cut

Length
133 s
Shots
12
Average shot
11.1 s

What creatives use Dove “Most Likely To” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Dove “Most Likely To”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young Black woman with her hair in two buns stands in a school hallway, looking directly at the camera with a neutral expression.© DoveA young female basketball player in a white and blue uniform sits on a bench in a school gym, looking directly at the camera with a neutral expression.© DoveA young woman with dark hair sits on bleachers in a school gym, looking at her phone, then looks up at the camera.© DoveA young female student sits alone at a desk in a classroom, writing in a notebook, as sunlight streams through the window.© Dove
    Frames from Dove “Most Likely To”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Dove “Most Likely To” in order, with its length, framing and what happens in it.

    A young Black woman with her hair in two buns stands in a school hallway, looking directly at the camera with a neutral expression.© DoveA young female basketball player in a white and blue uniform sits on a bench in a school gym, looking directly at the camera with a neutral expression.© DoveA young woman with dark hair sits on bleachers in a school gym, looking at her phone, then looks up at the camera.© DoveA young female student sits alone at a desk in a classroom, writing in a notebook, as sunlight streams through the window.© DoveA young female student with dark hair sits at a desk in a classroom, looking directly at the camera with a serious expression.© DoveA young woman with dark hair in a tank top sits at a desk in a classroom, looking tired, as sunlight streams in.© Dove
    Length: 133 s · Shots: 12 · Average shot: 11.1 s

  3. 03Ad ideas: every spot built on a teen angst

    Before you present an idea, you need to know who has done it, and how.

    Dove “Most Likely To” is built on a teen angst. Search the library by idea to see every spot that uses it.

    Cingular “Battle”© CingularAd Council “Listening Is A Form of Love”© Ad CouncilLos Angeles LGBT Center “What's Love”© Los Angeles LGBT CenterElkjøp “The Teen”© Elkjøp
    Cingular · Ad Council · Los Angeles LGBT Center · Elkjøp

More commercials by Henry-Alex Rubin

  • Budweiser "American Icons" (2026) commercial still© BudweiserBudweiser “American Icons” 2026Dir. Henry-Alex Rubin · BBDOAICP Awards Winner 2026
  • Marmite "Smugglers" (2025) commercial still© MarmiteMarmite “Smugglers” 2025Dir. Henry-Alex Rubin · adam&eveNYCANDY Awards Gold 2025
  • Google "Dream Job" (2025) commercial still© GoogleGoogle “Dream Job” 2025Dir. Henry-Alex Rubin · Google Creative LabAICP Awards Winner 2025
  • Apple "Heartstrings" (2025) commercial still© AppleApple “Heartstrings” 2025Dir. Henry-Alex Rubin · TBWA\Media Arts Labshots Awards Gold 2025
  • Sandy Hook Promise "Back-To-School Essentials" (2019) commercial still© Sandy Hook PromiseSandy Hook Promise “Back-To-School Essentials” 2019Dir. Henry-Alex Rubin · TBWA\Media Arts LabEmmy (Outstanding Commercial) 2020
  • Gatorade "Made in NY" (2014) commercial still© GatoradeGatorade “Made in NY” 2014Dir. Henry-Alex Rubin · TBWA\Chiat\DayClio Awards Gold 2015

Award-winning beauty & personal care commercials

Questions

Who directed the Dove “Most Likely To” commercial?

Henry-Alex Rubin directed it, produced by Smuggler @ Soft Citizen, for the agency Ogilvy Canada.

Which agency made Dove “Most Likely To”?

Ogilvy Canada created it for Dove (2025).

What awards did Dove “Most Likely To” win?

5 awards, including One Show 2025 Gold Pencil — Moving Image Craft & Production, LIA 2025 Silver — Online Film / Zeitgeist, Clio 2025 Bronze — Film Craft / Casting and Ciclope 2025 Bronze Production Direction | Over 120 Seconds.

What is the tagline of Dove “Most Likely To”?

“Join us for a virtual body confidence workshop in schools across Canada. Sign up at Doveday.ca”

Sources for the credits and awards

oneclub.org2025.liaentries.comawards.ciclopefestival.comweb.archive.orgclios.comdandad.org2025.liaentries.com2025.liaentries.com2025.liaentries.comoneclub.orgoneclub.orgoneclub.org