The Superman viral campaign continues, and now Clark Kent himself is weighing in. David Corenswet plays bother characters in the film.
A new image from the Daily Planet promo run features a mock front page with an in-universe article by Clark Kent, titled “The Makings of Our Newest Superhero.” The piece breaks down Superman’s origins, powers, and purpose, all while reinforcing the messaging that James Gunn’s version of the character is here to inspire hope and humanity.
From Alien to Advocate
Kent’s story reminds readers that Superman comes from Krypton but has grown to love humanity. It’s a familiar framing, but one that leans into the emotional and ideological core of the new film. The article reads like a public relations piece, which is fitting, considering how the film’s marketing is clearly focused on managing perception.
His Greatest Power? His Heart.
Kent notes Superman’s incredible physical powers, but emphasizes that his greatest strength is “his huge heart that allows him to keep hope alive.”
It’s a sentiment that seems to line up with Kevin Smith’s recent comments about the film, that Superman is arriving at a time when America is struggling and people “just want to believe in a f***ing thing.”
Where’s Lois?
One curious detail in the campaign: the article isn’t written by Lois Lane. Instead, it’s Clark Kent profiling himself — or at least his alter ego. For a character known for hard-hitting questions and holding Superman accountable (especially in this new take), her absence here stands out. Whether it’s a narrative choice or part of the film’s broader messaging remains to be seen.
More Meta Messaging
Between this and the earlier Letter from the Editor, the campaign is going full meta — using in-universe characters to set the tone and sell Gunn’s take on Superman as a modern-day symbol of truth, justice… and not the American Way.
Whether this is clever world-building or more of “the message” being pushed remains up for debate. But the campaign isn’t subtle. It’s selling a version of Superman that’s part superhero, part social symbol, and part PR machine.
Superman hits theaters July 11. Tickets go on sale tomorrow for early Amazon screenings and on Wednesday for everywhere else.
