Super Bowl games can be emotional roller coasters, as any football fan knows all too well. Universal Orlando Resorts is hoping viewers will be in the mood for more thrills and excitement.
Universal Orlando’s Super Bowl 60 ad, “Lil’ Bro,” continues its “This Changes Everything” brand platform, which repositions the resort as a weeklong vacation destination.
The 60-second spot was created by Lucky Generals, directed by Ben Quinn through Superprime, and will air just before the halftime show.
“Lil’ Bro” focuses on a young boy feeling increasingly irate at his elder sibling’s insistence on addressing him as “little man.”
It’s during a trip to the Epic Universe theme park, when the thought of a ride on the Stardust Racers roller coaster has big brother feeling a little anxious, that the relationship between the two begins to change.
The spot follows the campaign’s opening “Anthem” ad, which debuted during the NFL playoffs.
A further three films will air over the next month and follow the stories of other guests and the transformative moments they experience at the resort.
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.
Alice Norsworthy, president of global marketing at Universal Destinations and Experiences, said the campaign “is a glimpse into not only the adventures our destination delivers, but the unexpected personal transformation that can happen when you visit.”
“We have been able to capture the emotion everyone feels during a weeklong stay – whether that’s making a little brother feel six-feet tall or helping a teenage girl find her smile,” Danny Brooke-Taylor, founder of Lucky Generals, said in a statement. “It is impossible to leave the parks without feeling truly transformed.”
