As the 2026 Winter Olympic Games conclude, NBCUniversal has officially commenced its promotional activities for the upcoming 2028 Summer Games, which are set to take place in Los Angeles. During the closing ceremony of the Milan-Cortina games, NBC premiered a captivating two-minute video. This video, featuring actress Kate Hudson alongside numerous distinguished summer Olympic athletes, was set to the timeless 1966 song "California Dreamin'" by The Mamas & The Papas, culminating with NBC's distinctive LA28 emblem, where the 'A' is creatively replaced by the iconic peacock logo. Titled "LA28 Dreamin'," this campaign is designed to generate significant anticipation for the next Olympic cycle, which industry insiders at NBCU project will attract unprecedented viewership, largely due to its setting in the United States and the inclusion of new sports such such as baseball, softball, flag football, and squash. The production spanned various famous locations across Los Angeles, including its vibrant downtown, the picturesque Venice Beach, the architectural marvel of the 6th Street Bridge, and the historic Los Angeles Memorial Coliseum.

Jenny Storms, CMO for television & streaming at NBCUniversal, emphasized the campaign's dual purpose: to acknowledge the conclusion of one Olympic chapter while inaugurating the next with a sense of anticipation and innovation. She articulated that "LA28 Dreamin'" was crafted to be both emblematic and forward-looking, with Kate Hudson's profound connection to Los Angeles, combined with the presence of elite athletes and the carefully chosen musical backdrop, establishing a fresh tone for the forthcoming Olympic Games. This new chapter is envisioned as deeply embedded in culture, creativity, and boundless opportunities. With Hudson at its core, the piece effectively encapsulates the vibrant spirit and unmistakable dynamism of Los Angeles, serving as a heartfelt tribute to the metropolis and a compelling invitation to envision the Summer Games of 2028. Moreover, NBC has successfully engaged 28 esteemed Los Angeles institutions, including the Griffith Observatory, the Hollywood Walk of Fame, SoFi Stadium, and Universal Studios Hollywood, to amplify the campaign's reach by sharing the promotional video across their social media platforms. The advertisement proudly showcases a roster of aspiring athletes for the 2028 games, including 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.

NBCUniversal has a well-established history of enlisting prominent figures to cultivate excitement for the Olympic Games, a strategy that dates back to the 2024 Paris Summer Olympics. For the Milan-Cortina games, this approach was further amplified, not only by integrating talents like Snoop Dogg and Stanley Tucci into the coverage but also by featuring stars such as Matt Damon and Ariana Grande in promotional spots leading up to the events. It is evident that NBCUniversal intends to maintain, if not escalate, this high-profile marketing strategy for what it anticipates will be its most significant Olympic broadcast to date. The games are strategically positioned within the global epicenter of the entertainment industry, with even the squash competitions slated to occur on Universal's studio lot, against the backdrop of the iconic Courthouse Square building, recognizable from the film Back to the Future. This concerted effort highlights NBCU's ambition to create an unforgettable Olympic experience, leveraging the star power of Hollywood and the dynamic essence of Los Angeles to captivate a worldwide audience and foster an enduring legacy of athletic achievement and cultural celebration.