Michael Bay Sues Cadillac F1 Over Super Bowl Ad

Team Expects 'Amicable' Resolution to Lawsuit

Published on Feb. 9, 2026

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Cadillac's new Formula 1 team is being sued by director Michael Bay over the contents of its Super Bowl ad, which Bay claims included many of his original ideas that the team used without his involvement. The team's leader, Dan Towriss, says they are confident the issue will be resolved amicably, though Bay is seeking $1.5 million in director and producer fees plus punitive damages.

Why it matters

This lawsuit highlights the complex creative and legal dynamics behind high-profile Super Bowl ads, where multiple parties may claim ownership over the final product. It also underscores the challenges new Formula 1 teams face in building their brand and generating buzz, especially when working with established Hollywood figures.

The details

According to the lawsuit, Bay claims he worked extensively on the Cadillac F1 Super Bowl ad starting in November, introducing the specific Kennedy speech and desert setting that were used in the final commercial. However, Bay alleges an ad agency later told him the team planned to "go in a different direction," ending his involvement despite the ad including many of his original ideas. Cadillac F1 leader Dan Towriss disputes this, saying the team already had a creative direction in mind and was only considering bringing Bay on as a director, not taking his ideas.

  • The lawsuit was filed on Friday, February 7, 2026.
  • Cadillac's Formula 1 car was unveiled in a Super Bowl ad that aired on Sunday, February 9, 2026.

The players

Michael Bay

An acclaimed action movie director known for films like Transformers and Bad Boys.

Dan Towriss

The leader of Cadillac's new Formula 1 racing team.

Cadillac F1

General Motors' new Formula 1 racing team, which debuted its car in a high-profile Super Bowl ad.

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What they’re saying

“We have a lot of respect for Michael [Bay]. We're disappointed that he chose to [sue]. Certainly all of the creative was was done well in advance of ever speaking with him. We were wanting to talk to him about a role as director, not not taking creative ideas from him. And so I think the group Translation that we worked with did an excellent job developing all that. And so we're confident it'll be resolved amicably. But from our standpoint, last night was a huge success, and we're very proud of the work that was done.”

— Dan Towriss, Cadillac F1 Leader

What’s next

The judge in the case will decide on whether to allow the lawsuit to proceed and if Michael Bay is entitled to the $1.5 million in fees he is seeking, plus any punitive damages.

The takeaway

This dispute highlights the challenges new Formula 1 teams face in building their brand and generating buzz, especially when working with established Hollywood figures. It underscores the complex creative and legal dynamics behind high-profile Super Bowl ads, where multiple parties may claim ownership over the final product.