During NBC and Peacock’s Super Bowl LX broadcast, Universal will debut part of its new brand campaign, “This Changes Everything,” marking what the company calls a new era for the resort. The campaign is designed to reflect Universal Orlando’s evolution from a short-stay theme park stop into a destination that can anchor an entire vacation.
The :60 Super Bowl spot is just one piece of a larger, multi-part campaign developed with creative agency Lucky Generals. Together, the series focuses less on individual attractions and more on the emotional, personal moments that happen during a Universal Orlando stay.
The Stories Behind “This Changes Everything”
Rather than focusing on rides or lands, the campaign follows four different guest stories:
- “Lil’ Bro” follows a younger brother eager to step out of his older sibling’s shadow
- “Blended” focuses on a blended family navigating their first vacation together
- “Smile” tells the story of a braces-wearing teen who has lost her confidence
- “Super Fan” centers on a tight-knit group of fans, including one friend who struggles to fully let go
Each spot builds toward a moment where the guest’s perspective changes as they lean into the experience and the memories being made. A fifth spot will bring all four stories together.
“Lil’ Bro” is scheduled to air just before the Super Bowl halftime show, with the remaining stories rolling out over the following month. Catch a preview here!
Cinematic Storytelling – Universal Style
The campaign was directed by Ben Quinn of Superprime and takes a more cinematic approach than a traditional theme park ad, which is an intentional nod to Universal’s roots in filmmaking.
According to Alice Norsworthy, President of Global Marketing for Universal Destinations & Experiences, the campaign reflects what guests already experience inside the parks.
“‘This Changes Everything’ is more than just a campaign – it signals a new chapter for Universal Orlando and reflects the spirit of what our guests experience here every day,” Norsworthy said. “Universal Orlando isn’t your typical theme park destination – it’s a place where you can let go, be yourself and share special moments with your family and friends.”
Lucky Generals founder Danny Brooke-Taylor echoed that sentiment, emphasizing the emotional side of a weeklong stay.
“It is impossible to leave the parks without feeling truly transformed,” he said.
This Is Just the Beginning…
Universal says “This Changes Everything” will expand throughout the year across multiple platforms, including partnerships with X during major sporting events, as well as collaborations with Twitch, TikTok, and other digital platforms.
With the recently-opened Epic Universe, the resort continues to expand its offerings across its parks and resorts. The timing of the campaign sends a clear message: Universal Orlando wants to be the place guests choose for their entire vacation… not just one park day.
