Universal Orlando Resort Launches “This Changes Everything” – Emotional Campaign Debuts During Super Bowl LX

Universal Orlando Resort is entering a new era: With the inspiring brand campaign “This Changes Everything,” the resort celebrates its transformation into the ultimate weeklong vacation destination – and an emotional spot from the series will air during NBC & Peacock’s Super Bowl LX. Developed in partnership with creative agency Lucky Generals, the campaign highlights how a stay at Universal Orlando Resort delivers not just thrills, but genuine personal transformation.

Universal Orlando Resort brings together four award-winning theme parks – Universal Studios Florida, Universal Islands of Adventure, Universal Volcano Bay, and the all-new Universal Epic Universe – plus 11 resort hotels and a vibrant nighttime entertainment complex. It’s the place where guests create unforgettable memories with loved ones while experiencing some of the world’s most innovative and immersive theme park attractions. This transformative power is at the heart of the new campaign.

The multi-part series tells the stories of four very different guests: a little brother tired of being reminded of his youth by his big brother (“Lil’ Bro”), a blended family on their first vacation together (“Blended”), a braces-wearing teen who has lost her smile (“Smile”), and a group of superfans that includes one friend who just can’t let loose (“Super Fan”). Each story culminates in a touching moment of change – guests overcome their initial perspective and fully embrace the memories they’re making. An additional spot brings all four stories together.

“Lil’ Bro” will air just before the Super Bowl LX halftime show and is already available for preview. The remaining stories will debut over the next month. Directed by Ben Quinn at Superprime, the spots emphasize cinematic and authentic storytelling – true to Universal’s unmatched legacy of bringing blockbuster films to life.

“‘This Changes Everything’ is more than just a campaign – it signals a new chapter for Universal Orlando Resort and reflects the spirit our guests experience here every day,” said Alice Norsworthy, President, Global Marketing, Universal Destinations & Experiences. “Universal Orlando Resort isn’t a typical theme park destination – it’s a place where you can let go, be yourself, and share special moments with family and friends in ways you may have never imagined.”

Danny Brooke-Taylor, Founder of Lucky Generals, added: “Working with Ben Quinn, we’ve captured the emotions everyone feels during a weeklong stay – whether that’s making a little brother feel six feet tall or helping a teenage girl find her smile again. It’s impossible to leave the parks without feeling truly transformed.”

The campaign extends far beyond TV spots: The first activation is a partnership with X focusing on moments of transformation during major sporting events in February, with further collaborations on Twitch and TikTok planned throughout the year.