Cadillac Unveils F1 Livery During Super Bowl Ad

The new Cadillac F1 team debuted its striking black and white car design during a high-profile Super Bowl commercial.

Published on Feb. 9, 2026

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Cadillac's new F1 team unveiled its eye-catching livery design in a Super Bowl commercial that drew inspiration from President John F. Kennedy's legendary 1962 moonshot speech. The ad, which featured the actual F1 car as the star, was part of a broader launch event that also included a parallel launch in New York's Times Square. Cadillac F1 CEO Dan Towriss says the team is delighted with how the high-profile debut turned out, noting the timing of the ad's airing after a Patriots touchdown helped maximize attention.

Why it matters

Cadillac's entry into F1 is a significant milestone, as it marks the first time an American automaker has competed in the pinnacle of motorsports since the 1970s. The team's unconventional marketing approach, including the Super Bowl ad and Times Square event, aims to boost F1's profile and attract new fans to the sport in the United States.

The details

The 60-second Super Bowl commercial featured dramatic cinematography and echoed the themes of JFK's famous 1962 speech about the moon landing, drawing parallels between that ambitious goal and the challenges of building an F1 team from scratch. Cadillac opted for a bold black and white livery design that the team says represents the brand's high-performance identity. While the ad's creative direction sparked a lawsuit from director Michael Bay, Cadillac's leadership says the focus was squarely on showcasing the actual race car as the star of the spot.

  • Cadillac's F1 team was just a concept three years ago.
  • The team's car made its on-track debut last month.
  • The Super Bowl commercial aired during the fourth quarter of the game on February 9, 2026.

The players

Cadillac F1

Cadillac's new Formula 1 racing team, marking the first time an American automaker has competed in the sport since the 1970s.

Dan Towriss

CEO of the Cadillac F1 team, who oversaw the high-profile launch efforts including the Super Bowl commercial and Times Square event.

John F. Kennedy

The late U.S. president whose famous 1962 moonshot speech was featured in Cadillac's Super Bowl ad, drawing parallels between that ambitious goal and the challenges of building an F1 team.

Michael Bay

Acclaimed film director who filed a lawsuit claiming some of his creative concepts were used in Cadillac's Super Bowl ad without his involvement.

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What they’re saying

“We have to thank the [New England] Patriots for scoring a touchdown right before our commercial went, because maybe the game was a little slow. The touchdown happened, everybody goes, 'Wait, we've got to pay attention. something just happened.' And then, boom, Cadillac F1 is on the screen. So I think it couldn't have gone any better…”

— Dan Towriss, CEO, Cadillac F1 (roadandtrack.com)

“That was a very unifying moment. And it captured a lot of the emotions that went into this team of this kind of unbridled determination to win and to compete. It also kind of showed the underdog, or the scale of the task that was at hand.”

— Dan Towriss, CEO, Cadillac F1 (roadandtrack.com)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Michael Bay's lawsuit against Cadillac to proceed.

The takeaway

Cadillac's bold entry into F1 with a high-profile Super Bowl ad and Times Square launch event underscores the team's ambition to make a major impact on the sport and attract new American fans. The creative direction of the ad sparked some controversy, but the team's focus on showcasing the actual race car as the star of the show reflects its determination to compete at the highest level of motorsports.