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Cadillac launched their first F1 car with an $8m Super Bowl ad and got sued
Renowned American film director Michael Bay has filed a $1.5 million lawsuit against the Cadillac F1 team for allegedly using his ideas without permission in their 2026 car launch Super Bowl ad.
Cadillac chose to reveal their first F1 car through a high-cost Super Bowl ad slot, featuring the voice of President John F. Kennedy and a desert backdrop, emulating a NASA space rocket launch.
Although the ad was well-received by fans for its creativity and sleek design, Bay claims Cadillac and its CEO Dan Towriss went against their initial agreements with him and used his concepts anyway.
Cadillac’s unique marketing strategy included the ad during the Super Bowl and a Times Square screen reveal, aiming to build American support for their F1 endeavor and attract interest ahead of General Motors’ entry into the sport in 2028.
Bay asserts that Cadillac’s actions amounted to a breach of verbal contract, alleged fraud, and unjust usage of his creative input, prompting a legal battle between the director and the car manufacturer.
