NBC Uses Comedians to Promote Winter Olympics Ahead of Italy Games

LOS ANGELES (AP) — NBC is ramping up its promotional efforts for the upcoming Winter Olympics in Milan–Cortina, Italy, by incorporating elements of pop culture and celebrity appeal. The network announced on Wednesday that Italian American comedians Ray Romano and Sebastian Maniscalco will star in a new commercial that aims to engage viewers with humor.

The advertisement, set to air during NBC’s coverage this Saturday, features Romano and Maniscalco standing on the Italian Alps, snowboards in hand, as they humorously attempt to discuss winter sports such as skiing, snowboarding, and luge. Their conversation is comically interrupted by their shared love for Italian cuisine.

“Ray and I teamed up for the Olympics, two Italian guys trying to figure out winter sports,” Maniscalco said in a statement. “Let’s just say, we thought ‘luge’ was a type of pasta.”

The commercial was filmed in Los Angeles, while the stunning mountaintop scenery was created by Industrial Light & Magic, the visual effects company well-known for its work on blockbuster films like “The Mandalorian.”

Joseph Lee, senior vice president of creative marketing, sports, and entertainment at NBC, expressed confidence in Romano and Maniscalco’s ability to connect with audiences. He commented, “Both are instantly recognizable, deeply beloved, and naturally funny.” He noted that this approach follows a successful strategy used previously, where entertainers and athletes were paired to enhance audience engagement with the Olympics.

Last year, NBC also featured various celebrities in similar campaigns, highlighting the importance of keeping the Games culturally relevant and entertaining.

As the Olympics approach, NBC is committed to maintaining momentum through innovative promotional strategies that resonate with diverse audiences.