“This Changes Everything,” Universal Orlando Super Bowl Campaign. Universal Orlando is no longer just a quick stop on a Florida trip. With a new Super Bowl ad and a massive expansion, they’re officially pitching themselves as a full week-long destination.
The resort is launching a new campaign called “This Changes Everything,” and you’ll see the first big piece of it right before the Super Bowl LX halftime show. What’s actually changing?
For a long time, people saw Universal as a two-day add-on. But with four theme parks now in the mix—including the brand-new Epic Universe—they have enough going on to fill an entire week. They also have 11 hotels now, so the idea is that you stay on-site, hit the parks, and never really need to leave.
Don’t forget, Universal’s Mardi Gras starts this weekend!
Real stories, not just roller coasters
Instead of just showing people screaming on rides, the new ads focus on how a vacation actually feels. They’re running a series of short films about four different groups of people:
- The Little Brother: A kid who finally feels big enough to keep up with his older sibling.
- The Blended Family: A new family trying to bond on their first big trip together.
- The Teenager: A girl with braces who finally remembers how to smile.
- The Super Fan: That one friend in the group who is usually too stiff to have fun but finally lets go.
The first spot, “Lil’ Bro,” is the one airing during the big game. The rest will roll out over the next month on social media and TV.
Where else you’ll see it
Universal is leaning hard into social media for this launch. They’ve lined up partnerships with X (formerly Twitter) to talk about “transformation” during sports events, plus they’ll have specific content coming to TikTok and Twitch.
Alice Norsworthy, who heads up marketing for Universal, says the goal is to show that the parks aren’t just about movies—they’re about how you feel when you’re there.
