Michael Bay Sues Cadillac F1 Over Super Bowl Ad Dispute

Lawsuit claims $1.5 million in damages over alleged use of director's creative ideas

Published on Feb. 10, 2026

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A $1.5 million lawsuit has been filed by director Michael Bay against Cadillac F1, alleging the team's CEO Dan Towriss appropriated Bay's creative concepts for the company's Super Bowl commercial without compensation. The dispute highlights the rising value of creative input and the complexities of intellectual property in high-stakes sports marketing campaigns.

Why it matters

As brands invest heavily in impactful storytelling and visual spectacle for Super Bowl ads, the demand and perceived value of creative talent is increasing. This case could set a precedent for how courts address disputes over ownership of ideas that don't make it to the final product, underscoring the importance of clear contracts when engaging with creative professionals.

The details

According to court documents, Bay was approached in November 2025 to direct the Cadillac F1 Super Bowl ad, intended to introduce the team to an American audience. During initial discussions, Bay reportedly shared examples of his work incorporating elements like speeches and desert backdrops. The lawsuit alleges that Towriss then used these ideas without Bay's involvement, ultimately choosing a different director. However, Towriss maintains the creative concepts were already developed prior to any contact with Bay, and the intention was to engage him as a director, not as a source of creative ideas.

  • In November 2025, Michael Bay was approached to direct the Cadillac F1 Super Bowl commercial.
  • The Cadillac F1 Super Bowl commercial aired during the Seattle Seahawks' victory over the New England Patriots.

The players

Michael Bay

An American film director, producer, and screenwriter known for his work on blockbuster films such as the Transformers franchise.

Dan Towriss

The CEO of Cadillac F1, the American Formula 1 racing team that made its debut in the 2026 season.

Cadillac F1

An American Formula 1 racing team that made its debut in the 2026 season, owned by the Cadillac division of General Motors.

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident (San Francisco Chronicle)

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

This case highlights growing concerns in the community about repeat offenders released on bail, raising questions about bail reform, public safety on SF streets, and if any special laws to govern autonomous vehicles in residential and commercial areas.