Universal Orlando Unveils ‘This Changes Everything’ Campaign Ahead of Super Bowl LX

Universal Orlando Resort has launched a new global brand campaign titled “This Changes Everything,” signaling a strategic shift in how the destination presents itself to travelers. The campaign is set to debut during NBC and Peacock’s broadcast of Super Bowl LX and is designed to emphasize Universal Orlando as a complete, weeklong vacation experience rather than a single-day theme park visit.

Developed in partnership with creative agency Lucky Generals and directed by Ben Quinn of Superprime, the campaign leans into cinematic storytelling and emotional resonance.

At the center of the campaign are four short films, each following a different group of guests during their time at Universal Orlando. The stories focus on personal moments and quiet emotional shifts rather than rides or attractions alone.

One spot follows a younger brother frustrated by being treated as “the little one,” another centers on a blended family navigating their first vacation together, while a third highlights a teenager struggling with self-confidence.

The fourth story features a group of devoted fans, including one traveler who finds it difficult to fully let go and enjoy the experience. Each narrative shows how time spent at the resort gradually alters the characters’ perspectives.

Emotional Storytelling Over Traditional Theme Park Marketing

Unlike conventional theme park advertising, “This Changes Everything” avoids fast-paced montages of rides and instead highlights how shared experiences can create meaningful change.

The campaign positions Universal Orlando as a place where guests can relax, be themselves, and form deeper connections with friends and family. The first spot, titled “Lil’ Bro,” will air just before the Super Bowl halftime show, with the remaining stories rolling out over the following weeks to extend the campaign’s impact.

This approach reflects a broader industry shift toward storytelling that prioritizes emotional connection. By focusing on relatable situations and subtle transformations, Universal Orlando aims to appeal to families, groups, and multigenerational travelers looking for more than surface-level entertainment.

Positioning Universal Orlando as a Complete Vacation Destination

The campaign also highlights the full scope of the resort’s offerings, including its four theme parks, 11 on-site hotels, and entertainment districts. Universal Studios Florida, Universal Islands of Adventure, Universal Volcano Bay, and the upcoming Universal Epic Universe are presented as parts of a unified experience rather than individual attractions. Together, they form the foundation of a destination designed for longer stays and deeper immersion.

According to Universal Orlando’s leadership, the campaign represents a new chapter for the brand and reflects what guests already experience during their visits. Additional elements of “This Changes Everything” will appear across social and digital platforms throughout the year, reinforcing the message beyond its Super Bowl debut. With this campaign, Universal Orlando is redefining how it connects with travelers, focusing on transformation, connection, and lasting memories.

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