Superman and DC Studios score a Touchdown for Puppy Bowl XXI

Super Bowl Sunday is the world's largest unofficial holiday, and now, DC Studios has figured out a way to lead the most expensive advertising campaign--and they aren't even airing a commercial during the big game.

How? Animal Planet's adorable and audacious attempt to score ratings while the NFL counts their cash during Puppy Bowl. It is quite the coup to take away any attention from the Super Bowl, be it from the game, advertising (also known as #BrandBowl), or whoever they throw up on stage for halftime.

As reported by The Hollywood Reporter, a special sneak peek of Superman will be aired on Animal Planet this February during the Puppy Bowl XXI, featuring--who else--Krypto!

How Krypto got in Puppy Bowl's kennel

Puppy Bowl I was first "played" during the halftime show of Super Bowl XXXIX in 2005. While New England and Philadelphia were licking their wounds, a kennel of some of the cutest puppies was unleashed on live television. This year, by a stroke of slick crossover advertising savvy, they will be joined by Krypto.

He is a good dog, always prepared to defend his pal, Kal-El, and be at his side. To help him make all the money this summer, the mixed-breed machine stands tall on Animal Planet's revenue generator. Typically, Krypto is a white labrador retriever, but James Gunn made Supes' puppy in the likeness of his dog, Ozu. When you're the boss, you can flex like that.

Knowing Ozu is key to the promotion because James Gunn will appear to present the sneak peek with his rescued best friend. Together, they will give a "special message" for the upcoming summer blockbuster and help other dogs find their forever home.

Discovery Networks President Howard Lee said:

“Animal Planet’s Puppy Bowl serves as an annual pop culture programming event that continues to expand in reach, awareness, and, of course, puppies, every year... Win or lose, Puppy Bowl XXI will have the cutest players in the game on Sunday, February 9, and will inspire families across the country to adopt a new furry friend.”

Puppy Bowl XX was a ratings bonanza for Animal Planet and its parent Discovery Networks. Its slobberific offering attracted 12.6 million viewers, so they're creating more opportunities to get the word out. Puppy Bowl XXI will be simulcast on Animal Planet, Discovery, TBS, and TruTV and streamed live on Max and Discovery+. All should benefit the promotional muscle of Warner Bros. and DC Studios.

For an added bonus, one lucky participating pup will win a Puppy Bowl MVP award called the “Krypto Super Play” award. Whatever that is, we can only hope it means a lifetime supply of DC Comics-branded chew toys and doggie onesies. That, and an adoption.

The Puppy Bowl promotion is likely to be a big deal in helping push the movie to new audiences; again, last year’s event brought in 12.6 million viewers, and this year’s show will be simulcast on the other aforementioned channels along with the streams on Max and Discovery+. As ever, the event will promote pet adoption, with 142 puppies from 80 shelters appearing on the show and melting hearts.

And if you think you are getting out of this without "getting something in your eye," guess again. James Gunn loves his dog more than his Kryptonian undies. Whatever it takes, nerds, set your DVR or watch this game live!