Universal Orlando Resort has taken the wraps off a new brand campaign called “This Changes Everything,” designed to reposition the destination as one that combines enough thrills to fill a weeklong vacation.  

The campaign, done in collaboration with ad agency Lucky Generals, will roll out through the year with one of the initial TV spots, called “Lil’ Bro” airing in the Super Bowl just before the half-time show.  

The campaign kicks off with stories of four guests embarking on journeys to Universal Orlando Resort. The “Lil’ Bro” ad features a little brother who is tired of being reminded of his youth by his big brother.  

Subsequent spots over the next month feature a blended family on their first vacation together; a braces-wearing teen who has lost her smile; and a group of “super fans” with one friend who can’t let loose. A fifth spot ties the four stories together. The ads end with the featured characters pushing past their initial
perspectives to embrace memories they’re creating with loved ones.  

Additional components of the campaign will roll out throughout the year.  

Universal Orlando Resort is home to four theme parks (Universal Studios Florida, Universal Islands of Adventure, Universal Volcano Bay and the all-new Universal Epic Universe), 11 resort hotels, a nighttime entertainment complex and more.