NBC is leveraging pop culture and celebrity presence to boost interest in the upcoming Winter Olympics in Milan-Cortina, Italy, by featuring Italian American comedians Ray Romano and Sebastian Maniscalco in a humorous promotional spot. The commercial, which will air during the Kentucky Derby coverage, showcases Romano and Maniscalco on the Italian Alps, humorously diverting their conversation from winter sports to their love for Italian cuisine. Filmed in Los Angeles with a backdrop created by Industrial Light & Magic, the promo aims to build anticipation for the Games by employing the comedic talents of these well-known figures. NBC's strategy continues to involve integrating entertainment personalities with the Olympics to maintain cultural relevance and entertainment value. This approach mirrors previous campaigns featuring celebrities like Snoop Dogg and Simone Biles, aiming to create engaging and unexpected promotional content for the Olympic Games.

NBC is using a strategy of integrating pop culture with the Olympics to generate interest for the Milan-Cortina Winter Games, featuring comedians Ray Romano and Sebastian Maniscalco in a new promotional spot.

The promo, set to air during NBC's Kentucky Derby coverage, humorously depicts Romano and Maniscalco on the Italian Alps, attempting to discuss winter sports but frequently veering off into discussions about Italian food.

Filming took place in Los Angeles, with the alpine backdrop crafted by Industrial Light & Magic, known for their work on high-profile projects like 'The Mandalorian.'

NBC's creative marketing team highlights the instant recognizability and natural humor of Romano and Maniscalco as key factors in their selection to promote the Winter Games.

The network is following a successful formula of pairing entertainment personalities with Olympic themes, a tactic previously used with celebrities such as Snoop Dogg, Megan Thee Stallion, and Simone Biles.

The goal of these campaigns is to ensure the Olympic Games remain culturally relevant and entertaining by presenting them in fun and unexpected ways.

This promotional approach is part of NBC's broader effort to maintain 24/7 coverage of breaking news and live events, keeping audiences engaged with the Olympics.