Production company JOJX has teamed up with Amazon Ads Brand Innovation Lab and DC Studios to launch Anyone Can Be Super, a heartfelt cinematic tribute to the enduring spirit of Superman—and the everyday hero in all of us. The film marks a key installment in DC Studios’ broader Anyone Can Be Super campaign ahead of the highly anticipated release of James Gunn’s Superman.
Directed by rising talent Madeline Clayton, the spot reimagines the iconic superhero as a symbol of kindness and hope, brought to life not through feats of strength but through small, meaningful actions.
The :60 spot follows a young child—cape flowing, imagination soaring—as he and his loyal dog channel the legendary duo of Superman and Krypto. Whether it’s helping neighbors, sharing toys, or simply spreading smiles, the pair’s pretend heroics gradually inspire real-world joy. Their reward? Early access to see Superman in theaters—just the kind of incentive Clark Kent would approve of. Watch below:
“There’s something so nostalgic and timeless about the ‘Superman’ legacy, and being part of the release for James Gunn’s Superman has been a real honour,” said Clayton. “It was a genuine collaboration with the Amazon creative team to bring this story to life, working together to flesh out the script’s details, enhance the humour, and sprinkle in some fun Easter eggs. We had a great time making this one… I mean, who doesn’t love working with kids and dogs?!”
The campaign extends beyond screens, tying into real-world activations, such as Fandango’s round-up program benefiting Boys & Girls Clubs of America, offering audiences a chance to pay forward kindness in their own communities.
“We’re so proud of this work,” added Rob Alley, Head of Entertainment and Media for Amazon Ads Brand Innovation Lab. “It’s rooted in the truth that anyone can be super and inspired by the iconic Superman who taught us to believe in good, even when it’s challenging. Madeline immediately grasped what we were going for and added her unique style and viewpoint. It was a joy collaborating with the JOJX team to create something that uplifts the heroic spirit in all of us.”
Blending observational realism with cinematic storytelling, the film is a love letter to childhood wonder and the innate power of doing good. It’s not just a marketing push—it’s a reminder that the greatest superpower might be kindness itself.
It’s a very sweet spot. Superman opens July 11 in theaters nationwide.
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