• by Larissa Faw , February 21, 2018

Universal Parks & Resorts and its agency David&Goliath (D&G) are introducing the destination's new national brand campaign that pivots away from traditional theme parks advertising by speaking directly to kids.

“Now more than ever kids are growing up fast, and we wanted to be a part of that growth,” said David Angelo, founder & chairman, D&G. “But instead of telling kids ‘you don’t have to grow up,’ we let them speak for themselves.

The black-and-white creative features children speaking directly to the camera while engaged in Universal experiences, like the Harry Potter and Back to the Future adventures.

The ad debuts this week during the Winter Olympics on NBC, which like the parks and resorts operation, is part of Comcast. 

Later, the campaign will introduce new initiatives and creative across multiple platforms, including social and digital channels.