As the 2026 Winter Olympics come to an end Sunday, NBCUniversal is officially kicking off its marketing campaign for the 2028 Summer Games in Los Angeles.
During the closing ceremonies of the Milan-Cortina games, NBC debuted a two-minute film, starring Kate Hudson and a flurry of summer Olympics stars, set to the tune of The Mamas & The Papas’ 1966 classic “California Dreamin’” and ending with NBC’s LA28 logo, which replaces the “A” with the iconic peacock logo.
The spot, titled “LA28 Dreamin’,” tees up the next games, which some inside NBCU are betting on being a massive ratings draw, given the U.S. setting, and the addition of sports like baseball, softball, flag football and squash. It was filmed across the city, from Downtown L.A. to Venice Beach, the 6th Street Bridge and the Los Angeles Memorial Coliseum.
NBC has also lined up 28 L.A. institutions to share the spot on social media, including the Griffith Observatory, the Hollywood Walk of Fame, SoFi Stadium and Universal Studios Hollywood.
“As the world gathers in Milan to close one Olympic chapter, LA28 Dreamin’ opens the door to what’s next,” says Jenny Storms, NBCUniversal’s CMO for television & streaming. “With LA28 Dreamin’, we wanted to create a moment that feels both iconic and forward‑looking. Kate Hudson brings a deeply personal connection to Los Angeles, and together with the athletes and the music, it sets the tone for the next Olympic chapter — one rooted in culture, creativity, and possibility. With Kate Hudson at its center, this piece captures the spirit and unmistakable energy of Los Angeles — a love letter to the city and a powerful invitation to dream ahead to the Summer Games in 2028.”
Other athletes featured in the spot include 2028 hopefuls Jack Alexy, Perris Benegas, Rai Benjamin, Jordan Chiles, Kelly Cheng, Jagger Eaton, Jajaira Gonzalez, Jamal Hill, Nick Itkin, Megan Kraft, Blake Leeper, Caroline Marks, Helen Maroulis and Curtis Thompson.
NBCU, of course, has been using high-wattage stars to get viewers excited for the games going back to the 2024 Paris Summer Olympics. For Milan-Cortina, it dialed that up, not only bringing on talent like Snoop Dogg and Stanley Tucci for coverage, but stars like Matt Damon and Ariana Grande to star in promos teeing up the games.
Suffice it to say, NBCU is unlikely to dial that back for what it sees as its biggest Olympics yet, set squarely in the global capital of the entertainment business (the squash competition, as it happens, will take place on Universal’s studio lot, in front of the Courthouse Square building known from Back to the Future).
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