Cadillac F1 Team Confident in Resolving Lawsuit with Michael Bay

Filmmaker sues over use of his ideas in Super Bowl commercial without permission

Published on Feb. 9, 2026

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Formula 1 team Cadillac has expressed confidence in resolving a dispute with filmmaker Michael Bay, who is suing the team for $1.5 million over the alleged use of his ideas in a Super Bowl commercial without permission. Cadillac stated that while they met with Bay, the timeline couldn't be met, and they ultimately went in a different direction with the concept and creative development.

Why it matters

This lawsuit highlights the ongoing challenges between creative professionals and brands/companies when it comes to the use of ideas and intellectual property. It raises questions about the proper protocols for collaborating on high-profile advertising campaigns, especially those aired during major events like the Super Bowl.

The details

In a 19-page lawsuit filed in Los Angeles Superior Court, Bay accused Cadillac's principal owner and CEO Dan Towriss of using his ideas for the Super Bowl commercial without permission. Cadillac, however, stated that the concept and creative were already developed, and they were only exploring Bay as a potential director, but ultimately couldn't meet his timeline. The commercial that aired during the Super Bowl featured Cadillac's new car along with the famous 'We Choose to Go the Moon' speech by former President John F. Kennedy.

  • The lawsuit was filed on Friday, February 10, 2026.
  • The Cadillac Super Bowl commercial aired on Sunday, February 9, 2026.

The players

Cadillac F1 Team

A Formula 1 racing team owned by Cadillac, the luxury automotive brand.

Michael Bay

An award-winning filmmaker known for directing high-budget action movies and commercials.

Dan Towriss

The principal owner and CEO of the Cadillac F1 team.

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What they’re saying

“It's unclear why he's bringing this claim since the concept and creative were already developed and we were only exploring him as a director. We're confident this will be resolved appropriately. Even so, we still admire Michael Bay's creative brilliance and would welcome the opportunity to work together in the future.”

— Cadillac (The Associated Press)

“Towriss was thrilled.”

— Michael Bay, Filmmaker (Los Angeles Superior Court lawsuit)

What’s next

The judge in the case will decide on whether to allow the lawsuit to proceed.

The takeaway

This dispute highlights the need for clear communication and contractual agreements when brands and creative professionals collaborate on high-profile advertising campaigns. It underscores the importance of establishing proper protocols to protect intellectual property rights and ensure timely execution of projects.