Universal Orlando Resort’s Super Bowl Spot Flips the Switch on Sibling Rivalry

​Universal Orlando Resort is bringing the thrills to the Super Bowl with a new 60-second spot. 

Part of the newly launched ‘This Changes Everything’ brand platform, which debuted during an NFL playoff game in January, the brand platform from Lucky Generals repositions Universal Orlando as a uniquely transformative holiday experience. 

Directed by Ben Quinn through Superprime, the multi-part campaign encompasses an anthemic hero film, ‘This Changes Everything’ alongside four stories centred around different guest experiences. The first of the four films, titled ‘Lil’ Bro’, will air just before the halftime show on NBC and Peacock. 

The Big Game spot explores the relationship between a younger and older brother. Insisting on calling his younger brother ‘little man’, as the film progresses we see the youngest sibling becoming more and more frustrated with the nickname. However, as the family arrives at the theme park, the brother’s relationship dynamic begins to change as the eldest sibling starts to feel anxious about riding a rollercoaster. 

Growing in confidence if not height, the younger brother is reminded of how well he measures up in comparison to his big bro. 

^{Above, 'Lil' Bro'}

The three remaining spots, titled ‘Blended’, ‘Smile’, and ‘Super Fan’, will roll out over the next month, each focusing on a different guest experience and the moment of transformation that happens within 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,” said Alice Norsworthy, president, global marketing, Universal Destinations & Experiences. 

“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 in ways you may have never imagined. This campaign is a glimpse into not only the adventures our destination delivers,  but the unexpected personal transformation that can happen when you visit.” 

^{Above, 'This Changes Everything'}

“Our continued collaboration with the brilliant team at Universal Orlando has resulted in some truly authentic storytelling,” added Danny Brooke-Taylor, founder of Lucky Generals. “Working with Ben Quinn, we have been able to capture the emotion 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. It is impossible to leave the parks without feeling truly transformed.” 

Beyond the four TV spots, ‘This Changes Everything’ will extend across various touchpoints that will launch throughout the year. The first is a partnership with social media platform X that will focus on moments of transformation during major sporting events in February. Other extensions include content collaborations with Twitch, TikTok, and more.