Then focus on the trailers.
It's all "Why am I here?" and "You're the answer to are we alone in the universe" and "I'm General Zod, broadcasting live to Nasa or some guys" and "he looks like you but he isn't you" and the military and "it's not an S" and space ships and then there's the article stuff that isn't in the trailers like "he's a baby who wasn't genetically engineered" and "Kyrpton is scienced to the max, man" and and and
point is. Him being an alien is not just an excuse to have him be a superhero anymore, as it sort of was in the original movies. It's more integral.