This Orlando Theme Park Is Hitting the Super Bowl With a Major Announcement
Universal Orlando Resort has released its 2026 Super Bowl commercial featuring a heartwarming story about two brothers visiting the theme parks. The ad will air during Super Bowl LX on February 8.
The “Lil Bro” Story
The commercial titled “Lil Bro” follows an older and younger brother as they visit Universal Orlando Resort together, including the newly opened EPIC Universe. The narrative shows how theme park thrills can transform their sibling relationship, bringing them closer together despite their height difference.
The tagline “This changes everything” emphasizes Universal’s message that Epic Universe’s addition has fundamentally transformed the resort experience.
What the Commercial Shows
The advertisement showcases Universal Orlando’s four theme parks, themed hotels, and dining and entertainment options. This provides a comprehensive resort overview rather than focusing solely on individual attractions.
The commercial aims to position Universal Orlando Resort as a multi-day destination competitive with other major Florida resorts.
Super Bowl Details
Super Bowl LX takes place Sunday, February 8, 2026 at Levi’s Stadium in Santa Clara, California. The NFC champion Seattle Seahawks face the AFC champion New England Patriots.
Following tradition, the winning team will visit Disneyland the day after the game.
Strategic Release
Universal released the commercial ahead of the Super Bowl to generate pre-game buzz through social media and entertainment news coverage. This extends reach beyond just the game broadcast.
The February timing targets families beginning vacation planning for spring break, summer trips, and holiday travel. This positions Universal during crucial booking windows when families make destination decisions.
EPIC Universe Impact
EPIC Universe’s prominent role in the commercial reflects how the new park has changed Universal Orlando Resort. The theme park opened in 2025 as Universal’s most ambitious project, featuring five themed lands: SUPER NINTENDO WORLD, How to Train Your Dragon Isle of Berk, Dark Universe, Celestial Park, and The Wizarding World of Harry Potter Ministry of Magic.
The park gave Universal Orlando Resort four total theme parks alongside Universal Studios Florida, Islands of Adventure, and Volcano Bay. This creates a multi-day destination sustaining week-long vacations rather than one or two-day visits.
Theme Park Advertising
Theme parks are natural Super Bowl advertisers, given the alignment between game viewership and theme park visitor demographics. Families watching together are ideal audiences for destinations that require group consensus.
The Super Bowl’s massive reach ensures Universal’s message reaches households regardless of previous familiarity with the resort or EPIC Universe.
Emotional Theme Park Storytelling
The brother relationship narrative uses emotional storytelling similar to approaches Disney has employed in theme park advertising. This suggests Universal recognizes effective theme park marketing extends beyond showcasing attractions to communicating family bonding experiences.
The heartwarming approach aims to justify significant vacation investments by emphasizing lasting memories and relationship building.
Booking Call to Action
Universal encourages viewers to book trips, aiming to drive direct action rather than just building awareness. The call to action pushes families from consideration to commitment.
Market Competition
Universal’s Super Bowl presence puts the brand in direct competition with Disney during advertising’s biggest stage. This signals confidence in the expanded resort portfolio and willingness to compete for family vacation budgets.
Despite Disney’s structural advantages through the Super Bowl winner tradition and established advertising presence, Universal’s investment demonstrates determination to capture attention and market share.
Theme Park Transformation
The commercial represents validation that Universal Orlando has achieved scale and cultural relevance justifying premium advertising investment. The four-park resort now competes directly with Walt Disney World rather than serving as a brief supplement to Disney-focused vacations.
For Universal fans, the Super Bowl commercial confirms their preferred destination has reached a new level of prominence in the Orlando theme park market and national consciousness.
