Universal Orlando Resort just stepped onto one of the biggest stages in entertainment — the Super Bowl — and honestly, it feels like the perfect moment.
As part of its bold new brand platform, “This Changes Everything,” Universal Orlando is signaling that it’s not just a theme park destination anymore. It’s a full, weeklong vacation experience built around thrills, storytelling, and unforgettable moments. And what better way to introduce this next era than during NBC and Peacock’s Super Bowl LX broadcast?
This is Universal going big — and going emotional.
A Destination That Truly Feels Complete
Today, Universal Orlando is home to four acclaimed theme parks: Universal Studios Florida, Universal Islands of Adventure, Universal Volcano Bay, and the all-new Universal Epic Universe. Add in 11 resort hotels, a nighttime entertainment complex, and nonstop dining and entertainment options, and you’re looking at something far beyond a traditional park visit.
This campaign leans into that evolution. Universal isn’t positioning itself as a one-day stop. It’s presenting itself as a full vacation transformation — the kind that changes how you see yourself and the people you’re with.
And that’s where the storytelling comes in.
Four Stories, One Big Emotional Shift
Instead of focusing only on attractions and roller coasters, “This Changes Everything” centers around four very human stories:
Lil’ Bro follows a younger brother tired of being seen as “the little kid.”
Blended captures a blended family taking their first vacation together.
Smile tells the story of a teen who has lost her confidence.
Super Fan features a group of superfans — including one friend who struggles to let loose.
Each spot builds toward a meaningful turning point. The guests push past their initial insecurities or assumptions and embrace the joy of the moment. It’s not just about riding attractions — it’s about connection.
The “Lil’ Bro” commercial will air just before the halftime show during Super Bowl LX, which is prime real estate in the advertising world. The remaining stories will roll out over the next month, with one final spot bringing all four journeys together.
A Cinematic Approach That Feels Very Universal
Developed with Lucky Generals and directed by Ben Quinn at Superprime, the campaign leans heavily into cinematic, authentic storytelling — which feels perfectly on-brand for a company built on blockbuster films.
Alice Norsworthy, President of Global Marketing for Universal Destinations & Experiences, described the campaign as signaling a new chapter for Universal Orlando. She emphasized that this isn’t just a typical theme park destination — it’s a place where guests can let go, be themselves, and experience unexpected personal transformation.
That’s a powerful message to send during the Super Bowl, when millions are watching.
Beyond the Big Game
“This Changes Everything” won’t stop at the TV spots. Universal is expanding the campaign across multiple platforms, including partnerships with X during major sporting events in February, plus collaborations with Twitch, TikTok, and more.
This is clearly a long-term brand shift, not just a one-night commercial moment.
As a theme park fan, what stands out most is how Universal is choosing to spotlight emotion over spectacle — even though they have plenty of spectacle to show. With Epic Universe opening and the destination growing into something even bigger, this feels like Universal planting a flag and saying: we’ve arrived at our next chapter.
And if the Super Bowl is any indication, they’re ready for the world to see it.