NBC’s Winter Olympics Ad Features New Shania Twain Song ‘Life’s About to Get Good’ (EXCLUSIVE)

NBC is set to unveil a new promo for the upcoming Winter Olympics featuring Shania Twain’s new song “Life’s About to Get Good.” The 60-second ad will make its television premiere during the network’s broadcast of the Kentucky Derby, around 6 p.m. ET Saturday.

The ad stars U.S. Olympians including Shaun White, Lindsey Vonn, Mikaela Shiffrin, Gus Kenworthy, Nathan Chen, Ashley Wagner, Chloe Kim, and more. It was filmed over three shoots at Lake Placid, N.Y.; Mammoth Mountain, Calif.; and the East West Ice Palace in Los Angeles.

“Whether it’s entertainment focused or sports-focused like the Kentucky Derby tomorrow, we have a lot of opportunities to bring the Olympics and Olympic message and storylines to life,” says NBC Sports chief marketing officer Jenny Storms. “We have a detailed timeline in a two-year cycle prior to the Olympics. We want to make sure that we are hitting all of those events and we’re hitting them very relevantly and authentically.”

The Kentucky Derby is a unique opportunity to promote the upcoming Winter Games, which begin February in PyeongChang, South Korea. The Derby, the Winter Olympics, and the Summer Olympics are the only three major sporting events whose viewership skews more heavily female than male. Last year’s Derby averaged roughly 15 million viewers.

“This is probably the audience that is closest to an Olympic audience,” Storms says. “Going into this, we knew that we wanted to speak to that broader base that would be enjoying the Derby.”

“Life’s About to Get Good” is the soon-to-be-released first single from Twain’s new album, scheduled to debut in September — and her first album since 2002. Twain is the sole writer on the song.

“We’re always looking for a great piece of music to help tell the story,” Storms says. “Especially when it’s the Olympics, you have an opportunity to tell a great story. This piece of music, ‘Life’s About to Get Good,’ speaks so perfectly to what we’re talking about.”

More Music

  • J. Cole

    Apple Music Launches 'Rap Life' Playlist

    Apple Music announced the launch of “Rap Life,” a new global playlist focusing on contemporary rap artists and culture. It replaces the former “The A-List: Hip-Hop” playlist. Said Ebro Darden, Apple Music’s Global Editorial Head of Hip-Hop and R&B: “We flipped it to dig deeper into into the lifestyle [and to] keep pushing the culture [...]

  • New York City NYC Placeholder

    CityFM Podcast Takes a Deep Look at New York’s Music Scene (Listen)

    First among the many projects listed at the beginning of New York Music Month in June was a WNYE radio show and podcast called CityFM that promised to “explore the city’s music culture, emerging artists and trends, and upcoming events told through the lens of what’s happening around the city in Summer 2019.” And while [...]

  • Black Ball

    President Trump Speaks in Support of A$AP Rocky (Watch)

    In one of the more surreal moments from a presidency filled with few not-surreal moments, President Trump spoke out today in support of rapper A$AP Rocky, who has been jailed in Sweden for more than two weeks after an altercation with fans he said were harassing him. “A$AP Rocky is a situation in Sweden, a [...]

  • David Crosby and Cameron Crowe'David Crosby:

    Cameron Crowe Picks Five Favorite Underrated David Crosby Tracks

    “Music is love,” as David Crosby once sang, and nothing breeds deeper love than a sense that something is overlooked. So that’s why Variety asked Cameron Crowe to dig deep into the Crosby canon and pick not just a triad but five favorites from among the CSN singer’s most underrated tracks. Crowe, of course, has [...]

  • Live Nation Logo. (PRNewsFoto/Live Nation)

    Live Nation Confirms Placing Tickets Directly on Secondary Market at Artists’ Request

    Representatives for Live Nation, the world’s largest live-entertainment company and owner of Ticketmaster, confirmed that it bypassed conventional channels and directly placed thousands of concert tickets on the secondary market upon artists’ request, in an article published in Billboard. In a statement shared with Variety, the company acknowledged that it has facilitated the transfer of [...]

  • The Lion King The Gift

    Album Review: Beyoncé’s 'The Lion King: The Gift'

    Before touching down on what Beyoncé has called her “love letter to Africa,” it’s important to see what may have brought her to the mother of mankind, with its wide vistas and sonic planes, for “The Gift” in the first place — beyond, of course, voicing Nala in the film and whatever international marketing tie-ins [...]

  • Rick Rubin Spotify Secret Genius Awards,

    Seven Things We Learned About 'Shangri-La' and Rick Rubin from Showtime's Series

    Showtime’s documentary series “Shangri-La” insists it is not a biographical documentary on uber-producer Rick Rubin, and it’s not meant as a four-hour advertisement for Rubin’s legendary Malibu studio, after which the four-part series is named … but it feels like a little bit of both those things. “Shangri-La” is primarily filmed at the studio where [...]

More From Our Brands

Access exclusive content