Cadillac F1 finds itself in a legal dispute following a lawsuit filed by renowned film director Michael Bay, who is seeking $1.5 million in damages over the team’s Super Bowl ad livery reveal. The lawsuit alleges that Cadillac F1 utilized Bay’s ideas and work without compensation for the commercial that premiered during Super Bowl LX.
In response, Dan Towriss, CEO of TWG Motorsports, which oversees Cadillac F1, expressed disappointment over the legal action. He emphasized that the livery launch had been a significant achievement for the brand and remained confident that a resolution could be reached amicably.
Towriss stated, “Our reaction is we have a lot of respect for Michael. I think it’s, you know, disappointing that he chose to do that.” He clarified that the creative work for the ad was developed well in advance of any discussions with Bay regarding a potential directorial role.
The innovative approach of revealing Cadillac’s first Formula 1 livery during the Super Bowl was designed to capture a wide audience. Towriss noted that the decision to air the advertisement during the fourth quarter was intentional and went according to plan. He remarked, “Everything actually went exactly as planned last night.”
The timing of the ad proved fortuitous for Cadillac. Towriss shared that the team hosted a viewing party in Times Square, New York City, where they celebrated the ad’s success with fans shortly after its airing. “We had a watch party with partners and folks from the team, and then we were able to go right out into Times Square with all of our fans that assembled there and do a physical reveal of the car just shortly thereafter,” he added.
He credited the excitement generated by a touchdown scored just before their commercial aired, which he believed heightened viewer engagement. “I think it couldn’t have gone any better,” Towriss concluded.
As Cadillac prepares to enter the Formula 1 grid as the 11th team in 2026, the legal dispute with Bay adds a layer of complexity to their debut. The focus remains on the successful launch and the potential for future collaborations, despite the current challenges.
