Cadillac – Is it almost showtime in Formula 1?
The stars-and-stripes squad has opted for a launch strategy never seen before in the history of Formula 1 for its official presentation.
Starting on the Friday of Super Bowl LX weekend in New York, the world-famous Times Square will host a massive frosted glass box, designed to reflect the surrounding neon lights and digital billboards. Inside, only the silhouette of a Formula 1 car—Cadillac’s challenger—will be visible, offering no hints regarding its definitive color or design. The glass will remain opaque until the evening of Sunday, February 8, following the conclusion of the Super Bowl at Levi’s Stadium in Santa Clara, California. Only at that moment will the box turn transparent, revealing the full Cadillac livery for the first time, as reported by the New York Times.
Just a few hours later, the same car—the actual chassis that will compete—will already be on the Sakhir circuit in Bahrain for an official filming day, bringing the new livery to the track for its on-track debut.
Instead of the traditional social media reveal, a standard press conference, or a sheet pulled back by the drivers, Cadillac has banked on two quintessentially American elements: a 30-second commercial aired during the Super Bowl and a physical installation in Times Square.
Dan Towriss, the team’s CEO, explains that the goal is to tell a story capable of emotionally engaging the public. The team doesn’t want to resemble McLaren or Mercedes; it wants to bring an authentic, distinctly American identity with a heavy emphasis on entertainment. Towriss emphasizes that “storytelling draws people in and makes them truly care about what’s happening here,” and that the underdog approach, relentless determination, and the desire to create a “unifying moment” for a country often divided are at the heart of the project.
The Super Bowl commercial: Costs, formula, and ambitions
Producing a 30-second spot during the Super Bowl costs between $7 million and $8 million, according to estimates from Variety and AdWeek, for an event that recorded a record average of 127.7 million viewers in 2025. Advertising expert Robert Kolt notes that the most successful commercials blend recognizable celebrities, humor or stunts, and a strong narrative, creating an emotional bond that sticks. General Motors, the majority partner in the project, helped secure the coveted advertising slot.
Towriss explains that several versions of the spot were produced due to the incredibly tight deadlines. In addition to the 30 seconds broadcast live, there will be an extended version of about one minute, designed to generate curiosity and drive the audience to seek out more material about the team. The idea is to intentionally leave some elements hanging so that the viewer feels compelled to investigate further.
Cadillac F1 – Targeting the audience: Hardcore fans and new enthusiasts
Cadillac aims to speak to two audiences simultaneously. On one hand, there are the hardcore Formula 1 fans, to whom they will show the actual car; on the other, a new generation of American viewers who discovered the sport through Drive to Survive or the F1 movie, but who do not yet follow the races regularly. Dan Towriss defines the commercial as “a great tool to let everyone know about the latest American team” and explicitly compares Cadillac to APXGP, the fictional team from the movie: “If you liked APXGP, you’re going to love Cadillac in real life.”
For his part, Valtteri Bottas commented that the drivers will be treated “like rockstars,” confirming the intention to make the project attractive even outside the traditional paddock boundaries.
Cadillac is thus transforming a simple color unveiling into a multi-layered narrative event: a record-breaking commercial, an iconic installation in Times Square, a message of underdog determination, and a strong, recognizable American identity. The goal is not just to show a car, but to build a lasting fanbase, broaden interest in Formula 1 across the United States, and prove that a new team can enter the Circus with a completely different style.
It will all culminate on Super Bowl night, when the box in Times Square lights up and Cadillac’s F1 story officially begins its race.
Cadillac’s bold entrance into Formula 1 marks a turning point in how teams connect with a global audience, blending high-stakes engineering with the unparalleled reach of American pop culture. By utilizing the Super Bowl and Times Square as their primary stages, the team is signaling that their ambitions extend far beyond the race track, aiming to become a cultural phenomenon that resonates with both seasoned enthusiasts and the “Drive to Survive” generation. This narrative-driven approach, spearheaded by Dan Towriss and supported by the automotive might of General Motors, positions Cadillac not just as an 11th team, but as a disruptor ready to challenge the established marketing norms of the sport. As the frosted glass in New York turns clear and the MCL40-challenger hits the Sakhir circuit, the success of this “unifying moment” will be the first major test of Cadillac’s ability to turn American entertainment into Formula 1 performance.
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