Cadillac F1 CEO 'Disappointed' by Michael Bay Super Bowl Ad Lawsuit

Cadillac F1 CEO Dan Towriss expressed disappointment over director Michael Bay's lawsuit alleging idea theft for the team's Super Bowl livery reveal ad, calling the launch a "huge success" and expressing confidence in an amicable resolution. The legal dispute casts a shadow over what was otherwise a meticulously planned and well-executed global debut for the new F1 entrant's identity.

Why it matters:

Launching a new Formula 1 team is as much about marketing and brand building as it is about engineering, making a high-profile legal battle a significant distraction. The Super Bowl ad was a cornerstone of Cadillac's ambitious entry strategy, aiming to capture mainstream American attention. A public dispute with a Hollywood figure threatens to shift the narrative from sporting ambition to contentious litigation just as the team is trying to establish its fanbase and commercial partnerships.

The details:

• Michael Bay filed a lawsuit seeking $1.5 million in damages, claiming Cadillac "stolen Bay’s ideas and work without paying for them" for the Super Bowl commercial.
• Cadillac has denied any wrongdoing. Towriss stated all creative work was completed "well in advance" of any discussions with Bay, whom they approached solely for a potential director role.
• The CEO praised the agency, Translation, for their work in developing the ad's concept.
• Contrary to rumors, the ad spot aired exactly as planned during the second break of the fourth quarter. Towriss noted the timing was ideal, following a New England Patriots touchdown that recaptured viewer attention right before the Cadillac ad aired.

What's next:

Towriss stated the team is "confident it’ll be resolved amicably," but the timeline and potential financial or reputational impact remain unclear. The focus for the Cadillac F1 team now must swiftly return to the immense technical and operational challenge of building a competitive car for the 2026 season, ensuring the lawsuit does not become a prolonged diversion from their core mission on the track.