Cadillac Unveils F1 Car During Super Bowl LX

The new Formula One team used the big game's massive audience to reveal its inaugural season livery.

Published on Feb. 9, 2026

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As the Seahawks and Patriots battled on the field, Cadillac's new Formula One team used the Super Bowl LX broadcast to unveil the livery for its inaugural season. The 30-second ad spot during the fourth quarter revealed the black-and-white color scheme that will grace the team's car when it takes to the track next month in Melbourne for the F1 season opener.

Why it matters

Cadillac's entry into Formula One as the 11th team on the grid represents a major push by the American luxury automaker to expand its global reach and brand recognition. Leveraging the massive Super Bowl audience to debut the team's car livery was a bold move to generate early buzz and excitement among both motorsports fans and the broader American sports viewing public.

The details

Cadillac put the Super Bowl ad together in less than 90 days, a breakneck pace compared to the typical 4-5 month timeline for major brands. The 60-second ad featured a voiceover of John F. Kennedy's 'We choose to go to the moon' speech and a score from composer Max Richter, evoking the ambition and innovation of the Apollo missions. Cadillac also activated an in-person experience in New York's Times Square, featuring a replica of the new F1 car hidden behind frosted glass that was dramatically revealed to onlookers.

  • The Super Bowl LX broadcast aired on February 9, 2026.
  • The Cadillac F1 car will make its official debut at the Australian Grand Prix on March 8, 2026.

The players

Cadillac

An American luxury automotive brand and a division of General Motors. Cadillac is making its entry into Formula One as the 11th team on the grid for the 2026 season.

Ahmed Iqbal

Cadillac's chief marketing officer, who oversaw the team's Super Bowl advertising and activation strategy.

Translation

The creative agency that produced Cadillac's Super Bowl ad campaign.

Sam Piling

The director who helmed Cadillac's 60-second Super Bowl ad spot.

Max Richter

The Academy Award-nominated composer who scored the music for Cadillac's Super Bowl ad.

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What they’re saying

“The ethos is we want to make sure this is a team for America and we want to make sure people feel like they have an opportunity to experience it and to see it.”

— Ahmed Iqbal, Cadillac Chief Marketing Officer (Sports Illustrated)

“The Apollo missions weren't something that were political. It was more about, we're trying to go for a moonshot—which is what we [say within the team] now. We're trying to do something, not first, but we're trying to do it fast and we're trying to do it the best.”

— Ahmed Iqbal, Cadillac Chief Marketing Officer (Sports Illustrated)

What’s next

The Cadillac F1 car will make its official debut at the Australian Grand Prix on March 8, 2026, where the team will look to make a strong first impression on the global motorsports stage.

The takeaway

Cadillac's bold move to unveil its new Formula One car during the Super Bowl broadcast demonstrates the brand's ambition to quickly establish itself as a major player in the sport. By tapping into American pride and innovation, Cadillac has generated early excitement and positioned itself as 'America's new team' in F1.