Michael Bay Sues Cadillac F1 Over Alleged Super Bowl Commercial Idea Theft
A dispute over creative control has erupted between Cadillac’s Formula 1 team and acclaimed director Michael Bay, culminating in a $1.5 million civil lawsuit filed over the team’s recent Super Bowl commercial. The lawsuit, filed in Los Angeles on Friday, alleges that Cadillac and its CEO, Dan Towriss, misappropriated Bay’s concepts and work without proper compensation.
The legal action, first reported by Rolling Stone and The Athletic, claims Towriss initially approached Bay in November 2025 to potentially direct the commercial project. However, after Bay and his team reportedly dedicated significant effort to developing ideas, Towriss allegedly “abruptly decided to ‘go in a different direction’” and utilized another creative team. The lawsuit seeks damages exceeding $1.5 million, citing the extensive work undertaken by Bay’s team before the project’s shift in direction.
The commercial, which debuted during the final quarter of the Seattle Seahawks’ 29-13 victory over the New England Patriots on February 9, 2026, served as the platform to unveil Cadillac’s livery for its inaugural season in Formula 1.
During a press conference the following day, Towriss expressed respect for Bay but disputed the claims of intellectual property theft. “I think our reaction is we have a lot of respect for Michael,” he stated. “I think it’s disappointing that he chose to do that. Certainly, all of the creative was done well in advance of ever speaking with him.” He further clarified that the team’s intention was to explore Bay’s potential as a director, not to leverage his creative ideas. “We were wanting to talk to him about a role as director, not taking creative ideas from him, and so I think the group, Translation, that we worked with did an excellent job developing all that.” Towriss expressed confidence in a swift and amicable resolution, emphasizing the commercial’s success.
The advertisement prominently featured a stirring speech delivered by President John F. Kennedy in 1962, outlining the United States’ commitment to landing a man on the moon before the end of the decade. Towriss explained the strategic intent behind this inclusion, drawing parallels between the ambitious Apollo missions and the challenges Cadillac faces entering the highly competitive world of F1.
“So as we thought about the Super Bowl commercial, you know one of the things that came out very early on was the car needed to be the star of the show,” Towriss added. “In a lot of Super Bowl ads you’ll see celebrity cameos and a lot of things, and it makes for a very interesting spot but this one was about the car, it was a livery reveal and not an F1 hype video or something else.” He emphasized the unifying power of the Kennedy excerpt, stating it captured the “unbridled determination to win and to compete” that defines the team.
Cadillac revealed their first Formula 1 livery for the 2026 season.
Cadillac/X
The lawsuit casts a shadow over Cadillac’s highly anticipated entry into Formula 1, a move already generating significant buzz within the racing community. The outcome of this legal battle could have broader implications for how creative collaborations are structured and protected within the high-stakes world of motorsports advertising. While Cadillac remains optimistic about a resolution, the dispute underscores the complexities of intellectual property rights and the importance of clear agreements in creative partnerships.
