Universal Orlando Resort is going big for the Big Game. The resort has unveiled “Lil’ Bro,” a 60-second commercial that will air just before the Super Bowl 60 halftime show on February 8, marking one of the most coveted advertising spots of the year.
The ad is part of Universal’s new brand platform, “This Changes Everything,” which repositions the Orlando destination as a weeklong vacation experience rather than just a day trip. With Epic Universe now open and drawing record crowds, Universal is making its biggest marketing push yet.
A Story of Sibling Transformation
The “Lil’ Bro” spot follows a touching story of two brothers. Throughout their lives, the older sibling constantly reminds his younger brother of his size by calling him “Little Man” — whether they’re playing sports, building a snowman, or hopping in the car for a drive.
Then the family arrives at Universal Orlando Resort. The brothers are wowed by Super Nintendo World and the dragons of How to Train Your Dragon – Isle of Berk. The younger brother measures himself and realizes he’s tall enough to ride Stardust Racers, Epic Universe’s centerpiece dual-launch roller coaster.
On the ride, the tables turn: the younger brother is joyful while his older sibling is clearly terrified. After the ride, the younger brother triumphantly asks, “You good, Little Man?” According to the creative team, the older boy’s fear on Stardust Racers wasn’t acting — he genuinely was terrified.
Five Ads, One Theme: Transformation
Universal created five ad spots for the campaign with creative agency Lucky Generals. Four spots highlight stories of guests from different walks of life experiencing transformative moments at Universal’s parks. The fifth, an “anthem spot,” brings all four stories together and already debuted during an NFL playoff game in January.
“We inspire people to step away from the stress and pressure of their lives and immerse themselves with the worlds and characters they love,” said Alice Norsworthy, president of global marketing at Universal Destinations and Experiences. “When they do that, we see them connecting in real life and providing unforgettable, transformative moments for them and their loved ones.”
The ads will run on NBC, the network of Universal’s parent company Comcast, as well as across social media and digital platforms over the next six months. Social media components include collaborations with Twitch and TikTok, while a partnership with X will focus on moments of transformation during major sporting events throughout February.
Epic Universe Takes Center Stage
While each of Universal’s three theme parks and Volcano Bay water park appear in the ads, Epic Universe is featured in every spot. The park has been a massive success since opening, with Universal recently reporting that its parks division crossed $1 billion in quarterly EBITDA for the first time.
“It really is about the sum of the parts, but we’re continuing to introduce Epic,” Norsworthy said. “We have a lot of people to reach and a pretty deep story to tell.”
Lucky Generals founder Danny Brooke-Taylor said the inspiration behind the campaign was simple: the real stories of people visiting the resort. “Imagine all the thousands of people who are going to be looking forward to an experience that only Universal can give,” he said. “They aren’t just a number. They’re people, and there’s stories there.”
Super Bowl 60 airs February 8 on NBC, with kickoff at 6:30 PM ET.
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