New Super Bowl ad launches Universal Orlando campaign
Universal Orlando’s new ad campaign has a prime position during the Super Bowl broadcast Sunday.
The series, dubbed “This Changes Everything,” includes a 60-second spot titled “Lil’ Bro” that airs just before halftime of the big game, Universal says.
Epic Universe, the resort’s theme park that opened in May, has prominence in the campaign, but its tone includes all Universal Orlando Resort parks and is built on experiences made there.
“It really is about the sum of the parts,” said Alice Norsworthy, president of global marketing for Universal Destinations & Experiences.
“We spent most of last year, really, introducing Epic Universe, because there was such a story there to tell,” she said. Last year’s Super Bowl ad for Universal featured the park’s portals to its themed lands, including Super Nintendo World and Dark Universe.
This year, “Lil’ Bro” revolves around the competitive dynamic between two young siblings. Viewers see them in their home setting, then experiencing Universal attractions such as Volcano Bay water park and Transformers: The Ride – 3D at Universal Studios Florida theme park.