Universal Studios Hollywood is putting the Fast & Furious brand in one of the biggest ad windows on American television, with Vin Diesel narrating a 30-second spot set to run during Super Bowl LX as part of a broader media buy tied to the park’s new roller coaster, “Fast & Furious: Hollywood Drift.”
The campaign tees up a summer 2026 opening window for the attraction at Universal Studios Hollywood, with the ad positioning Diesel’s familiar cadence as a ride-safety pep talk. In the spot, Diesel opens with a quick challenge—“You ready?”—then pushes riders to “Buckle up,” framing the coaster as a physical extension of the films’ high-speed bravado.
Universal says the ride is built around “groundbreaking” 360-degree rotation for each vehicle, engineered to mimic a drifting sensation while the train hits speeds up to 72 mph. The coaster’s layout stretches more than 4,100 feet and threads through the park’s footprint, including track that sweeps near the multi-level Starway connecting the Upper and Lower Lots.
Running the spot during the NBC/Peacock sports slate also signals how aggressively theme parks now treat tentpole broadcasts as launchpads for marquee attractions, where a single creative can drive ticket sales, hotel bookings, and social chatter in the same week.
The timing also aligns with a wider Universal Destinations & Experiences push to refresh its Fast & Furious park presence. In Florida, the current Fast & Furious: Supercharged is slated to close in 2027 to make room for a Hollywood Drift counterpart that Universal has described as featuring a 170-foot vertical “spike” near Universal CityWalk.
At the studio level, Universal Pictures has also dated the franchise’s next film, Fast Forever, for March 17, 2028—an endpoint the parks can market toward while the brand is already top-of-mind.
