Dua Lipa is at the center of one of the season’s most talked-about Olympic promotions, and the global superstar is bringing a new level of style, energy, and cultural excitement to the buildup for the 2026 Winter Games. The new NBC promotional film, released during a major holiday broadcast, instantly captured attention across the U.S. thanks to its cinematic visuals, vibrant tone, and the unmistakable presence of the chart-topping artist. As Dua Lipa appears throughout the spot, her image and voice help set the stage for what is shaping up to be one of the most visually distinctive Winter Olympics in recent memory.
From the opening seconds, the ad positions Dua Lipa as a bridge between sport and pop culture, blending the sophistication of Milan with the competitive drama of the upcoming games. For viewers across the United States, the campaign marks the official start of the countdown toward Milan Cortina 2026 — and it communicates the message with glamour, confidence, and unmistakable star power.
A Cinematic Opening That Sets the Tone
The promotional film begins with a sweeping shot inside Milan’s iconic Galleria Vittorio Emanuele II. The corridor glows with its golden lighting and arched glass ceilings, immediately offering a rich, immersive view of the city. Dua Lipa steps into frame in an all-black, tailored look that mirrors Milan’s fashion-forward identity.
As she walks through the Galleria, subtle changes begin to shift the atmosphere. Snowflakes drift from above. The reflections on the marble floor turn cool and crystalline. The hall transforms from its usual bustling warmth into a shimmering winter landscape. This artistic transition visually signals the arrival of the Winter Games, creating a blend of elegance and athletic anticipation.
This opening sequence stands out not only for its visual artistry but also for the way Dua Lipa’s presence elevates it. Her confident movement through the space, paired with the icy aesthetic, gives the ad an almost film-like quality — one that invites viewers into a world where music, culture, and international sport collide.
Highlighting Team USA’s Rising and Returning Stars
One striking element of the promo is its focus on standout U.S. women athletes. As the camera moves with Dua Lipa through the transformed Galleria, her voice introduces four major names who will represent the United States in 2026.
Each name is accompanied by a carefully chosen word that reflects the athlete’s reputation, style, or legacy. The combination of the spoken words, visual effects, and quick flashes of winter-sport imagery gives the promo a rhythm that feels both modern and inspiring.
This choice to spotlight female athletes aligns with a broader shift in Olympic storytelling, where women’s achievements and leadership take center stage. By weaving these athletes into a high-profile promo anchored by one of music’s most prominent women, NBC positions the Winter Games as a moment of empowerment, excellence, and expanded visibility for women in sport.
A Milan Reimagined Through Frost and Fashion
The promo’s portrayal of Milan is far from traditional. Rather than focusing on the city solely as a cultural landmark, the ad blends its fashion identity with a dreamy winter aesthetic. When the snow begins to fall in the Galleria, the city feels like a fusion of runway glamour and Olympic excitement — a mix that fits perfectly with Dua Lipa’s style-driven public image.
The decision to use Milan’s architectural beauty as a backdrop sends a clear message to American viewers: this edition of the Winter Games will not only highlight athletic talent but also embrace the distinctive culture of its host country. The visuals create a bridge between Italy’s rich artistic heritage and the modern, global-facing image the games aim to convey.
Music That Elevates the Mood
Throughout the promo, the soundtrack drives the emotional experience. The rhythmic beat, combined with Dua Lipa’s voice, gives the ad a pulse that matches the competitive energy of winter sports. The pacing lines up with the visual transformation of the setting, building anticipation as the winter environment blooms within the Galleria.
By coupling music and imagery so seamlessly, the promo communicates the excitement of the upcoming Games without relying on long explanations. Instead, it invites viewers to feel the buildup — the intensity, the style, and the anticipation of what’s to come.
A Pop Culture Shift in Olympic Marketing
The Olympics have always relied on emotion, storytelling, and global unity in their promotional campaigns. But the choice to feature Dua Lipa so prominently signals a broader evolution.
This approach reflects a shift toward appealing not only to traditional sports fans but also to audiences engaged with music, fashion, and digital culture. By integrating a superstar known for her global reach and modern aesthetic, NBC positions the Winter Games as something more than a sporting event. It becomes a cultural moment — a place where lifestyle, entertainment, and athletics intersect.
This blend can help draw younger viewers, casual fans, and people who may not typically watch winter sports but are drawn to the visual and musical elements of the campaign. The Olympics, in this vision, function as both a competitive stage and a cultural celebration.
Setting Expectations for Milan Cortina 2026
With the promo now circulating, the countdown to the Winter Games feels official. For American audiences, this is a clear preview of what the tone of coverage will feel like across television, streaming, and digital platforms.
The ad hints at a broadcast experience that will highlight:
- visually immersive storytelling
- athlete-centered narratives
- cultural connections between the U.S. and Italy
- high-energy pacing and music-driven segments
- a modernized view of winter sport
As the Games approach, viewers can expect more behind-the-scenes features, athlete profiles, and creative campaigns that match the style introduced in this promo.
What This Means for Viewers Across the U.S.
For audiences preparing to watch the Games from home, this promo serves as a preview of the expanded coverage coming to major platforms. With multiple channels and streaming services expected to carry the events, the experience will be more accessible and customizable than ever.
The promo also draws attention to the collective excitement building nationwide. With star athletes preparing for competition and cultural figures like Dua Lipa lending their influence, the anticipation around Milan Cortina 2026 grows by the day.
A New Standard for Olympic Storytelling
What makes this promotional film stand out is its balance of artistry and athletic spirit. The ad uses minimal dialogue, relying instead on visuals, music, and tone — yet it conveys everything needed to spark enthusiasm.
In many ways, this marks a new standard for future Olympic campaigns. Rather than focusing purely on athletic footage or commentary, promotions may continue moving toward a blend of culture, celebrity influence, and cinematic style.
Dua Lipa’s presence helps set this tone, placing her at the center of a moment where global entertainment meets global sport.
A Winter Games That Promises Style and Strength
As attention turns toward February 2026, this promo has already succeeded in creating buzz. It positions the upcoming Winter Olympics not only as a showcase of physical excellence but also as a celebration of artistry, atmosphere, and international culture.
By merging Milan’s beauty, Team USA’s athletic power, and Dua Lipa’s unmistakable charisma, the ad suggests that these Games will offer more than competition — they may become one of the most visually memorable editions in years.
What are your thoughts on this fresh, cinematic take on the Winter Olympics? Share your perspective in the comments and stay tuned for more updates.