Super Bowl LX, which aired yesterday, once again demonstrated that the event is as much a global advertising spectacle as it is a sporting final.
With premium ad slots reportedly approaching $10 million depending on timing and placement, the game remained one of the most influential platforms for brands seeking mass exposure.
While the travel sector was not as dominant as in some previous years, several high-profile companies still used the occasion to reinforce brand positioning, reflect strategic changes, and connect travel with broader cultural narratives.
Expedia, Southwest And United Spotlighted Industry Shifts
Among travel brands, Expedia stood out with its campaign “Going Places with Ken.” The ad leaned heavily into pop culture by featuring Mattel’s Ken character as he experiences global travel for the first time.
Framed with humor and simplicity, the spot positioned Expedia as a one-stop platform that removes friction from travel planning. By focusing on ease and discovery, the company reinforced its long-standing message of accessibility at a time when travelers are increasingly seeking streamlined digital experiences.
Southwest Airlines took a notably self-reflective approach. Its Super Bowl-related advertising poked fun at the airline’s former open seating policy, depicting exaggerated chaos as passengers scrambled for seats in an outdoor parody setting.
The scene then contrasted sharply with the calm of assigned seating onboard an aircraft. The ad marked a symbolic turning point for Southwest, acknowledging its past while clearly signaling a future shaped by changing customer expectations.
Technology took center stage for United Airlines, which used its Super Bowl exposure to highlight the rollout of Starlink-powered inflight connectivity. The creative showed passengers testing the system by streaming video, browsing content, and even checking home security feeds at cruising altitude.
By focusing on real-world use cases rather than abstract promises, United reinforced its push to make high-speed connectivity a core part of the onboard experience.
Universal Orlando Focused On Emotional Transformation
Outside the airline and booking space, Universal Orlando Resort used Super Bowl LX to debut its new brand campaign, “This Changes Everything.”
The first spot, titled “Lil’ Bro,” aired just before halftime and followed a younger sibling who gains confidence while navigating rides and shared moments at the resort. Rather than emphasizing individual attractions, the ad focused on emotional growth and family dynamics.
The campaign positioned Universal Orlando as a destination capable of delivering personal transformation, not just entertainment. By centering its narrative on relationships and self-discovery, the resort aligned its marketing with its recent expansion and broader ambition to be seen as a full-scale vacation experience rather than a single-day theme park visit.
A Leaner But More Intentional Travel Presence
Compared with earlier Super Bowls, travel brands appeared in fewer numbers during Super Bowl LX, but their messaging was notably more deliberate. The focus shifted away from generic destination promotion toward themes of identity, technological progress, and emotional resonance.
Even brands without official in-game ads benefited from the cultural momentum surrounding the event by launching timely campaigns that echoed Super Bowl storytelling conventions.
Overall, Super Bowl LX highlighted how travel marketing is evolving. Rather than relying solely on spectacle, brands used one of television’s biggest stages to underline meaningful changes in how people plan trips, experience journeys, and connect emotionally through travel.