Universal Orlando Unveils New Super Bowl LX Ad Campaign
Universal Orlando Resort has launched a new national advertising campaign designed to reposition the destination as a complete, weeklong vacation experience rather than a short theme park getaway. Titled “This Changes Everything,” the campaign is set to make its high-profile debut during Super Bowl LX on NBC and Peacock, placing Universal Orlando in front of one of the largest global television audiences of the year.
The campaign centers on emotionally driven storytelling, following four different guests as they overcome moments of self-doubt by connecting with friends, family, and the unforgettable experiences they share at the resort. Each story highlights how time spent together at Universal Orlando can be transformative, emphasizing personal growth, confidence, and the lasting impact of shared memories.
The first commercial, titled “Lil’ Bro,” will air just ahead of the Super Bowl halftime show, offering maximum visibility during one of the most-watched moments of the broadcast. The remaining three stories will roll out over the following month across multiple platforms, extending the campaign’s reach well beyond game day and maintaining momentum into the spring travel planning season.
While the narrative focuses on individual guests, the visuals showcase the full breadth of the destination. The ads spotlight all four of Universal Orlando’s theme parks: Universal Studios Florida, Universal Islands of Adventure, Universal Volcano Bay, and the highly anticipated Universal Epic Universe. Together, they reinforce the message that Universal Orlando now offers enough depth, variety, and immersive entertainment to support a full week of exploration.
According to Alice Norsworthy, president of global marketing for Universal Destinations & Experiences, the campaign represents more than a traditional marketing push. She noted that “This Changes Everything” signals a new chapter for Universal Orlando and reflects the everyday experiences guests have across the resort, from thrill rides and immersive lands to shared moments that strengthen personal connections.
The campaign was developed in partnership with creative agency Lucky Generals and directed by Ben Quinn of Superprime. With a cinematic visual style and character-driven narratives, the ads underscore Universal Orlando’s commitment to elevated storytelling as it expands its offerings and prepares for the debut of Epic Universe.
By combining emotional resonance with a clear showcase of its growing portfolio, Universal Orlando aims to redefine how travelers view the resort—positioning it as a destination where a single visit can deliver a full vacation’s worth of discovery, excitement, and connection.
Related News: https://airguide.info/category/hotel