Michael Bay Sues Cadillac Over Super Bowl Formula 1 Commercial

Cadillac planned to use the Super Bowl to make a strong first impression in Formula 1. Instead, the spotlight has shifted to a lawsuit that emerged before the commercial even aired.

During the halftime broadcast, the automaker unveiled its first F1 car, finished in a striking black-and-white livery to mark its entry into the series. Shortly before the ad went public, director Michael Bay filed a lawsuit claiming the team used his creative concepts after deciding not to move forward with him.

Court documents obtained by The Athletic state that Bay began speaking with Cadillac’s Formula 1 leadership in November 2025. In those discussions, he says he proposed clear ideas for the ad, including the use of a John F. Kennedy speech and a desert backdrop to highlight the team’s American roots. Those same elements appeared in the finished commercial.

Bay claims he was not merely consulted. The lawsuit states that he presented past work, developed a pitch tailored to Cadillac’s F1 launch, and moved forward under the belief that he had been hired to direct the ad. That collaboration ended on December 6, when Bay’s representatives were informed that the team was going in a different direction.

Despite that decision, Bay alleges the finished ad still relied on his ideas. The lawsuit accuses Cadillac and team leadership of breach of contract and fraud and seeks more than $1.5 million in damages.

Cadillac has confirmed that it held talks with Bay, but it rejects his version of events. A spokesperson told The Athletic that the commercial’s concept had already been developed before Bay was brought into the conversation and that he was simply one of several directors being considered. The team also questioned the timing of the lawsuit, noting that it was filed before the ad even aired.

The dispute adds tension to what was meant to be a tightly controlled launch. Cadillac backed its Super Bowl spot with a splashy Times Square reveal to present its Formula 1 program as proudly American. Bringing in a well-known U.S. director fit that plan, but the partnership ended before production moved ahead.

Cadillac’s Formula 1 program is moving forward. The car has already completed pre-season testing in Barcelona and will run again in Bahrain from February 11 to 13. The team will use Ferrari power units in its first seasons and operate from bases in Indianapolis, Concord, and Silverstone.

Sergio Pérez and Valtteri Bottas will drive for Cadillac when it makes its race debut at the Australian Grand Prix from March 6 to 8.

The lawsuit is still ongoing. Regardless, Cadillac’s F1 entry is already making headlines before its first race.