'90s Superman Dean Cain Joins ICE, Makes Video Hyping the Controversial Federal Agency

Isn't the Man of Steel an immigrant?

The fusion of advertising, cultural personalities and our nation’s divisive politics continues to accelerate. Now, Dean Cain, who played Superman on TV in the ’90s, is talking up ICE in a social post.

Of course, the U.S. Immigration and Customs Enforcement agency has come under intense scrutiny for its increasingly aggressive and militaristic tactics since Donald Trump retook the presidency.

Many decry ICE’s strong-arm stance, but Cain’s all in, claiming he’s “joined up” with the group as “a sworn law enforcement officer.”

JOIN ICE!!
We need your help to protect 🇺🇸 pic.twitter.com/cXcUaDcDhY

— Dean Cain (@RealDeanCain) August 5, 2025

While not a traditional commercial, Cain’s announcement is very much a brand promo and recruitment piece. It represents the most full-throated celebrity endorsement we’ve seen all year.

And it’s proven predictably polarizing. Some on the interwebs say he’s shamed the tights and cape, while others hail him as a patriot. News coverage flow freely, putting ICE, Cain and America’s tilt to the right in heated perspective.

Of late, we’ve seen ads of all sorts drive the broader conversation. The trend began in earnest last year with Beyoncé’s stylish push for Levi’s. That work put a Queen Bey spin on vintage brand spots. It made adland a water-cooler topic again, after decades of decline (or at least stagnation) as a source of mass interest. In a similar vein, Gwyneth Paltrow rocked the media-sphere two weeks ago with a canny response to Astronomer’s Coldplay concert scandal.

But some messages in the spotlight reflect the deep divisions in American life amid a growing uncertainty over what the future may hold.

Sydney Sweeney’s American Eagle jeans/genes initiative fall into that category. So does Jaguar’s 2024 rebrand.

Donald Trump chimed in on both of those campaigns, but he hasn’t mentioned Cain’s—yet.

We’ll take a wild guess and say that Potus will approve. Who knows? Maybe he’ll give it a thumbs up from the roof of the White House.