Universal Orlando isn’t just a “weekend trip” anymore—it’s a full-blown, week-long vacation destination. To celebrate the opening of Universal Epic Universe and its evolution into a four-park powerhouse, Universal just dropped its boldest campaign yet: “This Changes Everything.”
Keep an eye out during Super Bowl LX for the first look! The campaign, created with Lucky Generals, features four cinematic stories about real guest transformations. From a “little brother” finally feeling like a big deal to a blended family finding their rhythm, these ads focus on the feeling of being in the parks rather than just the rides.
The campaign’s multi-part series follows the stories of four guests from different walks of life who are embarking on their own transformative journey at Universal Orlando – a little brother who is tired of being reminded of his youth by his big brother (titled “Lil’ Bro”); a blended family taking their first vacation together (titled “Blended”), a braces-wearing teen who has lost her smile (titled “Smile”), and a group of super fans that includes one friend who just can’t seem to let loose (titled “Super Fan”). Each spot culminates with the guest experiencing a meaningful shift as they push past their initial perspective and start embracing the memories they’re creating with their loved ones – capturing the true essence of what it means to vacation at Universal Orlando. The campaign also includes a spot that brings all four stories together.
With four theme parks, 11 hotels, and a massive entertainment district, Universal is officially moving into a new era. It’s not just about the thrills anymore; it’s about the memories that actually change you.
“This Changes Everything” will feature additional components that expand beyond the TV spots – bringing these compelling stories to life through various touchpoints. These elements will launch throughout the year, the first of which is a partnership with “X” that will focus on moments of transformation during major sporting events in February. Other extensions include content collaborations with Twitch, TikTok, and more.
Clint Gamache is the owner of ThrillGeek. He started ThrillGeek to share his love of theme/amusement parks and pop culture with the world. You can find him at Halloween Horror Nights. Also, be sure to follow him on Twitter/X, Instagram @iamcg83