Kate Hudson’s creative resurgence continues, extending beyond a critically acclaimed performance in “Song Sung Blue” and an Oscar nomination to a prominent role in NBCUniversal’s promotional campaign for the 2028 Summer Olympics in Los Angeles. The actress and musician debuted a soulful rendition of the Mamas & the Papas’ 1963 hit “California Dreamin’” in a video that aired as the Milan Cortina Winter Olympics concluded on .
The promo, which also features glimpses of athletes expected to compete in LA28, signals a significant marketing push for the games. Hudson shared the video on Instagram with the caption, “Built on California dreams, powered by Olympic and Paralympic champions.” The choice of “California Dreamin’” is a particularly evocative one, tapping into the state’s enduring mythology and its association with artistic expression and aspirational living.
This isn’t Hudson’s first foray into music; she released an album in 2024, a move she recently described to Rolling Stone as the “best decision” she’s ever made. She articulated a desire for greater authenticity in her creative output, stating, “I didn’t feel like my output was as authentic or honest as it could be.” The positive reception to her album, particularly from women who felt inspired by her willingness to pursue a long-held passion later in life, clearly resonated with Hudson. “I was shocked at what came back at me,” she said. “I was not expecting women to come up to me and be like, ‘I’ve always wanted to do this thing in my forties. And you doing this makes me feel like I can do anything I want.’”
The selection of Hudson for this Olympic promo is strategically aligned with NBCUniversal’s broader ecosystem. Her film, “Song Sung Blue,” co-starring Hugh Jackman, is currently streaming exclusively on Peacock, NBC’s streaming platform. This synergy highlights the network’s efforts to leverage its content library and talent relationships to build excitement for the upcoming games.
The 2028 Los Angeles Olympics, officially dubbed LA28, are already generating buzz, particularly after the energetic closing ceremony of the 2024 Paris Games. That event featured performances by Billie Eilish, Red Hot Chili Peppers, Snoop Dogg and H.E.R., alongside a memorable stunt by Tom Cruise, who rappelled into the stadium, secured the Olympic flag, and attached the Olympic logo to the Hollywood sign. The ceremony culminated in a performance of “The Next Episode” by Snoop Dogg, and Dr. Dre, effectively passing the torch – and the cultural spotlight – to Los Angeles.
The LA28 games are also notable for the debut of flag football, a popular American sport that will be showcased on a global stage in a non-tackle format. This addition reflects the Olympics’ ongoing efforts to appeal to younger audiences and incorporate sports with broad appeal.
The promotional video featuring Hudson arrives on the heels of a successful showing for Team USA at the Milano-Cortina Winter Olympics. The U.S. Finished second in both gold medals and total medals, trailing only Norway. The men’s hockey team’s overtime victory over Canada, securing their first gold since 1980, provided a particularly dramatic conclusion to the Winter Games.
Looking back to the 2024 Summer Olympics in Paris, the United States secured the most medals overall (126), tying with China for the most gold medals (40). With the games returning to American soil for the first time since the 2002 Winter Olympics in Salt Lake City, the U.S. Team will undoubtedly be motivated to dominate the medal count in Los Angeles.
Hudson’s involvement, alongside the legacy of the Paris closing ceremony and the anticipation surrounding new sports like flag football, suggests NBCUniversal is aiming for a high-energy, culturally relevant campaign to build momentum for LA28. The choice of “California Dreamin’” – a song steeped in the state’s history and identity – feels particularly apt, promising a games that will celebrate both athletic achievement and the enduring allure of the California dream.
