‘Man of Steel’: Superman Takes Flight in New Hardee’s TV Commercial

Published 2 years ago by , Updated May 28th, 2013 at 4:16 pm,

Superman Man of Steel Post Converted to 3D Man of Steel: Superman Takes Flight in New Hardees TV Commercial

The theatrical release of Man of Steel – Warner Bros. and DC’s long-awaited Superman reboot – is only weeks away, and as such, pre-release marketing is coming at an increasingly rapid pace. Much has already been said about how DC may be pinning its hopes on building a shared movie universe (and eventually releasing a Justice League film) on the success of Superman’s big-screen return.

In recent weeks, we’ve seen magazine cover stories, TV spots and the most action-packed trailer to date. Now, it seems, Man of Steel is upping the ante.

On its YouTube channel, fast food chain Hardee’s has posted a commercial promoting Man of Steel as well as its new Super Bacon Thickburger (as has Hardee’s sibling chain, Carl’s Jr.). The spot was actually directed by Zack Snyder himself and features star Henry Cavill donning the famous red-and-blue suit.

Check out the video below:

The premise of the commercial – that Metropolis construction workers are busy fixing potholes caused by Supes’ rough streetside landings – is the perfect marriage of promoting the product at hand while still creating an immersive (albeit brief) glimpse at the world of the film.

In addition, Cavill’s apologetic glance after realizing the damage he’s caused is telling. The moment indicates that the actor’s portrayal of Superman may include the playfulness that Christopher Reeve brought to the role. It also perhaps hints at the possibility that this version of Superman may still be fine-tuning control of his powers, hence the accidental destruction of Metropolis streets.

The fact that Snyder and Cavill were directly involved in the commercial demonstrates that the director-actor duo is committed to returning the character to the big-screen acclaim that has eluded him since Superman II in 1980. Plus, despite worry that Man of Steel would be too dark to suit the character, it appears that the “serious” approach Snyder and his team have discussed won’t preclude the film for being a fun superhero adventure. As far as movie marketing goes, the Hardee’s/Carl’s Jr. commercial is one of many cross-promotional campaigns moviegoers will be faced with this summer, but chances are, it’s one of the few that will feature original footage directly produced by the team behind the very film it’s promoting.

What do you think of the commercial as well as how it portrays Superman’s Man of Steel powers? Sound off in the comments below.


Man of Steel opens in theaters on June 14, 2013.

Source: YouTube

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  1. Loved the commercial, glad they didn’t do something dumb like make him take a chomp out of one of those burgers.

  2. His expression sells it

  3. Loved it. I think this pretty much sums up what we’ve been saying about how ‘realism =/= dark and gritty’. It’s just about making it more believable and relatable, or (in this case) as a source of humour.

    • Agreed

  4. Great commercial. Shame we don’t get this kind of thing over here.

    Potholes > plotholes

  5. Made me look for a Hardee’s but there are none in Manhattan.
    There is only one in all New York City and that is on Brooklyn.
    I’ll get a bacon cheeseburger though as my sign of approval.

    • Have you noticed all the Man of Steel posters popping up all over the city & the bronx?
      it’s very distracting & exciting at the same time.

      • Yeah, it has been a welcomed surprise.

    • But you have Shake Shack.

      • That we do and the one on the West Side is not far.
        I shall be heading out there soon to pick up dinner.
        Never been to Hardee’s but I’m sure this is better.

  6. Loved it! Great commercial and I’m glad they got cavil to do that. Like the article says goes to show how much they want to return to this character lol even if for a commercial about burgers.

    I actually had Carl’s te other day. My go to fast food burger. In n out as well but it’s about a 20 minute drive away from my place. Not always worth it. Lol

  7. This is actually a pretty cool trailer and Cavil’s expression was priceless.

    • *commercial

  8. interesting.
    Brief, but interesting.

  9. This is cool and all… but Hardee’s is gross. Would have been funnier if the construction team was all stoners going on about how they would fix the potholes… just right after some White Castle.

  10. Being a Super-Fanatic takes a nice burger

  11. I was just disgusted that the dust flew into his burger.

    • that got me as well, but as formerly in the construction business i have eaten my share of dusty food. little dirt never hurt.

      • “a little dirt never hurt”

        Now there’s a winning slogan :D

      • That’s gritty realism right there.

  12. That was funny, the look he gave the worker was great. I’m not going to Carl’s Jr, they are way over-priced, but the commercial was funny.

  13. The part when he takes-off is epic. Wow!!!

  14. This shows how much superman costume will be great in the movie.

  15. That was great. Did anyone else notice how the city was on fire in the background?

  16. Hardee’s is actually really good but it’s mainly a Southern place. Really good breakfast biscuits there.

  17. Wow. WB is hard up for cash or something?

    • You don’t want the film to be widely publicized???

  18. Oh damn that burger looks so good, there’s no Hardees in NYC dammit !

  19. Loved it but the Hardeees in my hometown closed about three years ago. The nearest one is about 60 miles away oh well.

  20. Love it. His face is cute as xD

  21. What a good commercial.

  22. I’m surprised as to why they would advertise with Hardee’s, there aren’t that many stores around. It doesn’t seem like a huge burger chain, compared to BK or Mcdonalds. The closest one to me (in Chicago) is like 40 minutes away.

    • Depends where you live probably!

    • Well, America loves to root for the underdog and Superman has always had a sympathy for the little guy :)

  23. Lol, loved the commercial

  24. Even Hancock landed better than that!!! lol

  25. Have several Hardees here in my town and a couple of them are 24/7! :D

  26. I really love how they used the Man of Steel in this commercial. I was very concerned at first and hesitant to watch it. Thinking to myself, “There not going to have Henry Cavill talking about hamburgers as Superman are they!? That would have been dreadful and cringe worthy.

    Thankfully this commercial was tasteful (no pun intended) and respectful of Superman`s legacy. Kal-El may have a merchandizing empire, but he doesn`t personally endorse products. Like sport stars and celebrities. Not that there`s anything wrong with that. As Seinfeild would say ;)

  27. MAN OF STEEL will make Over $1 BiLLiON Dollars Worldwide, Henry Cavill is a Great Actor & Amy Adams is a Multi-Oscar-Nominated-Actress & Very Beautiful Plus Multi-Oscar-Nominated: C-NOLAN is The Writer & Producer, i think The New Suit Looks Great & Much Better than The Old Light Blue Suit that Looked Like a SMURF & with The OutSide UnderWear was Real Bad, i Will See MAN OF STEEL in 3D.