Universal Orlando Resort Unveils Super Bowl Ad Showcasing Attractions

The ad depicts two brothers experiencing the theme park for the first time and features rides like Transformers and Stardust Racers.

Feb. 4, 2026 at 4:15pm

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Universal Orlando Resort has unveiled its new Super Bowl ad, which follows two brothers as they visit the theme park for the first time. The spot, titled "little bro", shows the brothers experiencing various attractions like Super Nintendo World, How to Train Your Dragon — Isle of Berk, and Universal Volcano Bay, with the younger brother eventually getting to call his older sibling "little bro" when he gets intimidated by some of the scarier rides. The ad is part of Universal's new "This Changes Everything" campaign, which aims to capture the "true essence of what it means to vacation at Universal Orlando".

Why it matters

Universal Orlando Resort is using the high-profile Super Bowl ad slot to showcase its newest attractions and promote its theme park as a must-visit destination. The ad's focus on the bond between the two brothers also aligns with the resort's goal of highlighting the meaningful personal transformations that can happen during a Universal vacation.

The details

The 'little bro' spot is one of four ads that will be part of Universal's new "This Changes Everything" campaign. The other ads will feature a blended family taking their first vacation together, a braces-wearing teen who rediscovers her smile, and a group of super fans. The ads are meant to "capture the true essence of what it means to vacation at Universal Orlando" and signal a new chapter for the resort.

  • The ad was unveiled on February 4, 2026, ahead of the Super Bowl.

The players

Universal Orlando Resort

A theme park resort located in Orlando, Florida, owned and operated by NBCUniversal, a subsidiary of Comcast.

Alice Norsworthy

President of Global Marketing at Universal Destinations & Experiences.

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What they’re saying

“This campaign is a glimpse into not only the adventures our destination delivers, but the unexpected personal transformation that can happen when you visit.”

— Alice Norsworthy, President, Global Marketing, Universal Destinations & Experiences (people.com)

What’s next

Universal Orlando Resort plans to release additional elements related to the "This Changes Everything" campaign on other platforms like X, Twitch, and TikTok over the next month.

The takeaway

Universal Orlando Resort is using its high-profile Super Bowl ad to showcase its newest attractions and promote the theme park as a destination that can create meaningful personal experiences and transformations for visitors, particularly families and thrill-seekers.