The history of Superman began to be written back in the 1940s. The first film adaptation saw the light of day in 1941. It was an animated series by Fleischer Studios, which laid the foundation for the hero’s visual appearance. In 1951, the first full-length film, Superman and the Mole Men, starring George Reeves, followed; Reeves later became famous for his role in the television series.
The turning point came in 1978 when director Richard Donner made the film Superman, starring Christopher Reeve in the lead role. This film defined the modern superhero genre and became famous for the iconic slogan, “You’ll believe a man can fly.” It was followed by a series of successful sequels. Superman became a symbol of hope and moral values, and his film versions reflect changing social moods. Superman — from the idealistic hero of the ’70s to the darker and more complex hero of today — remains one of the most iconic characters in film history. As such, he attracts advertisers and brands that use this symbol of hope, strength, and justice to build trust, enhance a positive image, and reach a wide audience across generations.
Historical advertisements
The character of Superman gained popularity from the very beginning. An interesting fact about the 1986 animated AT&T commercial is that the hero is not Superman in his superhero costume, but Clark Kent.
Video: AT&T – Superman
The 1993 ad for Superman Peanut Butter is also animated. While Superman’s strength comes from the yellow sun, the strength of the peanut butter being advertised lies in its taste:
Video: Superman Peanut Butter
American Express gets both Lois and Superman out of a jam
In 1998, the American Express brand used animation only to portray Superman. The ad, with a humorous twist, shows Lois getting into trouble in a store. While Superman doesn’t know what to do, comedian Jerry Seinfeld quickly steps in with a credit card:
Video: American Express – Superman
Product placement in Superman films
With each new film, more advertisements gradually began to appear, whether in the form of traditional ad spots or product placements. In 1979, Philip Morris paid £20,000 (approximately $40,000 at the time) for Marlboro cigarettes to appear in the film Superman 2.
An incredible number of brands have appeared in the films over time — from Coca-Cola and Cheerios to KFC, Camel cigarettes, Doritos, various car brands, the Nokia phone used by Lois, and Warby Parker glasses, which became an iconic accessory of Clark Kent.
Superman-themed TV ads are a success
The iconic Superman film series appeals to audiences across generations, making it extremely attractive to advertisers and brands. Superman embodies values such as justice and courage, which have a positive impact on a brand’s image. The fact that Superman is an "ordinary person" gifted with superpowers is also a great marketing metaphor. Brands can thus inspire consumers with the idea that anyone can be Superman with their product. Most brands inspired by Superman also use the impressive visual language from the films in their campaigns, whether it’s spectacular shots of flying through the city or futuristic technologies.
With this year’s premiere of the new Superman, a natural surge of advertising campaigns has erupted. Let’s take a look at some of the new interesting campaigns inspired by the flying superhero.
Progressive Insurance has a team that steps in for Superman
Among the brands that took advantage of the new film’s premiere to boost brand awareness through the DC Studios franchise is the American insurance company Progressive. Their new ad promotes the insurance company’s new Accident Response feature in their app. The mascot Flo and the team of insurance agents in white aprons try to claim some of the spotlight for themselves in the ad, while awkwardly communicating with civilians who need help. And Superman? He’s most likely busy saving the world.
Video: Progressive Insurance Commercial – Superman
This collaboration is backed by the agency Arnold Worldwide. The connection between Progressive Insurance and Superman is interesting. Could it be that Progressive is copying the competing insurer State Farm, which has recently launched a campaign inspired by Batman? Or maybe American insurance companies are simply riding the superhero wave.
Amazon claims that anyone can be super
DC Studios and Amazon Ads have joined forces to launch the “Anyone Can Be Super” campaign — a promotional platform that utilises Prime, Alexa, Twitch, and even smart devices. The main message of the campaign is that anyone can be “super” through their kindness and actions.
“We are thrilled to team up with Amazon and kick off the Summer of Superman with this fantastic, wide-ranging initiative,“ said Dana Nussbaum, Executive Vice president of Worldwide Marketing and Consumer Products Liaison, Warner Bros. Pictures. „One of the defining qualities that makes Superman such an aspirational, iconic hero is his innate goodness and enduring belief in the hero in us all. The ‘Anyone Can be Super’ initiative invites fans and newcomers alike to channel the spirit of Superman in their own lives in an array of fun and easy ways: from buying movie tickets via Fandango’s ‘roundup’ program, to spotlighting Superman’s pal Krypto with the Best Friends Animal Society, to honouring the heroes in their families and communities through giveaways and partner activations. We wanted to explore new ways to connect with our global audience, and could not have better partners than the ingenious, inventive and committed team at Amazon,“ added Dana Nussbaum.
Video: Amazon – Anyone Can Be Super
The editors from the Daily Planet ride in a Toyota
Toyota has also decided to connect its brand with the new Superman film. As part of an advertising campaign launched this month, it promotes its new fully electric model, the Toyota bZ 2026, which also appeared in the new film.
Video: Toyota – Superman
Old Spice can turn even a feeble teenager into Superman
Riding the wave of the new film, Old Spice highlighted a new fragrance that has just landed on Earth. What if Superman’s strength doesn’t come from the yellow sun, but from Old Spice deodorant?
Video: Smell Super with Old Spice
The campaign includes a limited edition of a Superman collection that combines Old Spice’s trusted formulas with a new heroic scent, “Bright Citrus and Cosmos,” promising that every man will feel like a superhero. Each product in the Superman line features a special edition packaging created in collaboration with DC Comics, making it a collectable item for both body care enthusiasts and comic fans.
Milk-Bone for every superdog
Instead of focusing on Superman, the Milk-Bone brand centres on the superdog and encourages pet owners to take care of their furry friends just as well as Superman cares for his dog, Krypto.
Video: Milk-Bone – Superman
Supertreat from Dairy Queen
In connection with the premiere of the new film, Dairy Queen released an ad last month promoting an entirely new dessert: the Superman Blizzard Treat. Two summer sensations are heading to DQ. One is a dessert that’s guaranteed to save your summer, and the other, of course, is Superman, the ad says.
Video: Dairy Queen – Superman
Superman gave Marvel a beating
According to box office results, Superman has become a true audience favourite and brought DC Studios, owned by Warner Bros. Discovery, a much-needed first win. Worldwide revenues reached $406.8 million. This is a major success for DC and Warner Bros., which have surpassed Disney and claimed first place this year in terms of U.S. market share.
These are truly impressive results, especially considering that Superman is currently facing tough international competition from Universal’s Jurassic World: Dominion and the box office hit F1 from Apple Original Films.
After years of Marvel dominating the superhero scene, DC Studios has now come into the spotlight. During its second weekend, Superman surpassed the total earnings of Marvel’s Thunderbolts, which reached $383 million worldwide earlier this spring. And in a few days, it will also surpass another Marvel film from 2025, Captain America: New World, which earned a modest $415 million globally.
It is clear that brands leveraging the proven motifs of Superman couldn’t have made a better choice. Superman is not only an iconic superhero character but also a symbol of values that translate perfectly into marketing communication — hope, courage, and unwavering faith in good. Any brand that can identify with these principles gains emotional credit with a wide audience. It’s no surprise, therefore, that global companies such as Amazon, Samsung, and the Progressive have joined the campaigns.
The success of Superman confirms that combining a powerful film story with a well-thought-out marketing strategy can bring brands not only immediate visibility but also long-term growth in customer trust. And if the film’s results continue to grow at the same pace, it can be expected that Superman will become one of the most sought-after licenses for years to come — not only on the big screen but also in the world of advertising.