Cadillac Unveils Formula 1 Debut with Super Bowl Ad

GM's new Cadillac F1 team makes its first appearance during the Big Game

Published on Feb. 8, 2026

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General Motors is using a 30-second Super Bowl commercial to unveil the livery and branding for its new Cadillac Formula 1 racing team. The ad features a dramatic montage of the car being assembled, set to audio of President John F. Kennedy's famous 1962 speech about the moon landing. Cadillac is positioning the new F1 team as "America's new home team to root for" and hopes to attract both longtime F1 fans and new viewers who may have just discovered the sport.

Why it matters

Cadillac's entry into Formula 1 racing represents a major investment and push by General Motors to establish the brand on the global motorsports stage. The Super Bowl ad is designed to create buzz and excitement around the new team's debut, tapping into the big game's massive viewership to introduce Cadillac F1 to both hardcore racing fans and casual viewers.

The details

The 30-second Super Bowl commercial was created by the independent agency Translation. It shows the new Cadillac F1 car being assembled piece-by-piece against the backdrop of a desert landscape, with audio of JFK's "we choose to go to the moon" speech playing. The ad was filmed on location in Death Valley National Park, with the car parts suspended on wires to create the assembly effect. Cadillac is hoping the dramatic, cinematic approach will help the new team stand out from the typical celebrity-filled Super Bowl ads.

  • The Cadillac F1 Super Bowl ad will air during the fourth quarter of the 2026 Big Game.
  • Cadillac unveiled a preview of the new car in a glass box display in New York City's Times Square over the weekend leading up to the Super Bowl.

The players

General Motors

The multinational automotive corporation that owns the Cadillac brand and is backing the new Cadillac Formula 1 racing team.

Cadillac F1

The new Formula 1 racing team launched by General Motors, making its debut in the 2026 season.

Ahmed Iqbal

The chief marketing officer for the Cadillac F1 team.

Translation

The independent marketing agency that created the Cadillac F1 Super Bowl commercial.

Steven Stoute

The entrepreneur who leads the Translation agency.

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What they’re saying

“We want to plant the flag that we are America's new home team to root for.”

— Ahmed Iqbal, Chief Marketing Officer, Cadillac F1 (Variety)

“You have to stand out from that.”

— Mina Mikhael, Executive Creative Director, Translation (Variety)

“Especially when the hero of our spot is the machine.”

— Steve Horn, Executive Creative Director, Translation (Variety)

What’s next

GM will be closely monitoring viewer reaction and interest in the new Cadillac F1 team following the Super Bowl ad debut. The automaker will be looking to see if the commercial helps drive increased fan engagement and support for the new racing venture.

The takeaway

Cadillac's Super Bowl ad marks a bold and ambitious move by General Motors to establish the brand as a major player in the world of Formula 1 racing. By tapping into the big game's massive audience and using cinematic, patriotic imagery, GM is hoping to capture the attention of both hardcore racing fans and casual viewers, positioning Cadillac F1 as 'America's new home team to root for.'