I don’t know if I’m lucky or not that I live 10 minutes from Universal, Hollywood. You’re welcome stalkers. That said, I sure do love going to the theme park when my daughters are here during the summer and Christmas. Plus, who am I kidding? I’m a big kid.
I love the rides and the fact that I can get a genuine “Krusty Burger” from The Simpson’s section at the park. That said, I don’t feel like the advertising has been much to speak of. Honestly, what theme park has really great, award-winning advertising? Theme parks, in a way, sells themselves. Just announce the newest attraction and be done. Who’s really going to turn down going to Harry Potter?
However, that has changed with a bold and fearless new campaign from David&Goliath which is our “Reel Ad of the Week.” The agency has launched an all-new national brand campaign for Universal Orlando Resort and Universal Studios Hollywood, which introduces the memorable tagline, “Grow Bolder” and showcases Universal theme parks as family-friendly destinations. But more importantly, it successfully creates an air of escapism and empowerment based on films that did exactly the same for audiences.
The centerpiece of the integrated effort is a cinematic TV spot that harkens back to Universal’s early days titled Grow Bolder. Directed by RSA’s Tobias Granström, it’s a real departure from typical theme park advertising and breaks convention by featuring kids who are empowered and eager to stand on their own, speak for themselves and boldly take on new adventures.
“This campaign captures the essence of what we offer our guests every day,” said Alice Norsworthy, executive vice president and chief marketing officer for Universal Parks & Resorts. “Our theme parks offer the kind of vacation experiences that allow families to vacation together and to grow together.”
“Now more than ever kids are growing up fast, and we wanted to be a part of that growth,” said David Angelo, founder & chairman of D&G. “But instead of telling kids ‘you don’t have to grow up,’ we let them speak for themselves. We see fearless kids boldly challenging themselves in the most cinematic way. And we show that what you experience at Universal Parks is more than a day of smiles, it’s a chance to truly grow in ways beyond what you imagined.”
Throughout the campaign, Universal Parks & Resorts and D&G will introduce new initiatives and creative on all platforms from social to digital to ambient, all amplifying the brand’s “Grow Bolder” message to kids and families around the world.
The spot will air the week of 2/19 during the last week of the Winter Olympics on NBC and its’ affiliates. And yes, I will be getting my universal passes for my daughters.
CREDITS
Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
Executive Creative Director: Ben Purcell
Art Director: Tracey Chan
Copywriter: Chris Santaiti
Director of Broadcast Production: Paul Albanese
Producer: Dustin Oliver
Jr. Producer: Sana Bawania
Director of Business Affairs: Rodney Pizarro
Business Affairs Manager: Jason DelosSantos
Group Account Director: Jamie Simms
Account Executive: Jenavieve Cazares
Group Strategy Director: Donesh Olyaie
Strategist: Justine Basil
Project Manager: Mike Antonellis
Director of Digital Production: Peter Bassett
Digital Producer: Kyle Stein
Digital Designer: Meagan Steinkamp
UX Designer: John Randall IV
Sr Programmer: Benjamin Smith
Programmer: Mariano Echegoyen
Production Company: RSA Films, Inc
Director: Tobias Granström
Director of Photography: Aril Wretblad
President: Jules Daly
VP/Executive Producer: Marjie Abrahams
Head of Production: Elicia Laport
Producer: Linda Masse
Editorial House: Spinach
Editor: Adam Bright
Executive Producer: Jonathan Carpio
Producer: Patricia Gushikuma
Lead VFX: JAMM VFX
VFX Supervisor/Lead CG: Andy Boyd
VFX Supervisor/Lead Compositor: Jake Montgomery
Flame Artist: Brian Hajek
Flame Artist: Mark Holden
Lead CG Lighter: Brian Burke
CG Artist: Zachary DiMaria
CG Artist: JT Lawrence
CG Animator: Stew Burris
CG Animator: Les Major
Executive Producer: Asher Edwards
Producer: Ashley Greyson
Production Coordinator: Justine Pregler
Raptor VFX: Tippett Studio
Executive Producer: Paul Grimshaw
VFX Supervisor: Matt Jacobs
On-Set VFX Supervisor: Eric Leven
VFX Producer: Lee Hahn
VFX Coordinator: Brenden Hawkins
CG Supervisor: Brad Fox
VFX Editor: Joey Santana
Model Lead: Steve Jubinville
Paint Lead: John Rader
Puppet Lead: Eric Jeffery
Match Move: Devin Breese
Match Move: Eric Marko
Animation Supervisor: Tom Gibbons
Animation: Guido Muzzarelli
Animation: Nate Ross
Lighting TD: Marie-laure Nguyen
Lighting TD: Thomas Hutchinson
Comp Lead: Ross Nakamura
Roto: Dave Sullivan
Color Supervisor: Page Frakes
Online & Color: MPC
Colour Artist: Mark Gothin
Music: “A Hero Rises” / APM
Sound Design & Mix: Margarita Mix
Sound Engineer: Nathan Dubin
Executive Producer: Michele Millard
Spanish Agency: Barú
Founder & CEO: Elizabeth Barrutia
Chief Creative Officer: Mike McNellis
Sr. Account Director, Brand Strategy: Norma Manzanares
Creative Director: Pablo Buffagni
Got a spot or campaign you think is “RAW?” Send to Colin at colin@reelchicago.com
