NBC Emphasizes Pop Culture for Upcoming Winter Olympics
NBC is ramping up excitement for the upcoming Milan-Cortina Winter Games by intertwining pop culture and celebrity appeal. They have enlisted popular Italian American comedians Ray Romano and Sebastian Maniscalco for a lighthearted promotional campaign aimed at generating buzz.
The comedic spot features Romano and Maniscalco atop the stunning Italian Alps, both equipped with snowboards. However, their banter quickly turns to a shared love of Italian cuisine, humorously sidetracking their discussions about winter sports like skiing and luge. As Maniscalco joked, “We thought ‘luge’ was a type of pasta.”
The ad was filmed in Los Angeles and creatively enhanced by Industrial Light & Magic, the renowned effects company made famous by George Lucas. NBC chose Romano and Maniscalco for their strong connection to audiences, with Joseph Lee, the network’s senior vice president, praising their appeal. He emphasized how integrating entertainers can keep the Olympic Games culturally relevant and entertaining.
This strategy is not new for NBC; last year, they featured various famous personalities in promotional spots, including athletes and entertainers. Lee noted that this approach helps maintain excitement and interest in the Olympic Games.
As the Winter Games draw nearer, NBC aims to build a bridge between sports and entertainment, making the upcoming events not just about competition but also about shared experiences and laughter.
