Cadillac to unveil first F1 car in historic Super Bowl ad
Cadillac will debut its inaugural Formula 1 car livery and name in a 30-second advertisement during the Super Bowl, using America's biggest sporting event to launch its ambitious F1 project and build an instant fanbase for its 2026 entry.
Cadillac will make history by revealing its first-ever Formula 1 car during a commercial slot in Super Bowl LVIII. The 30-second advertisement, scheduled for the game's fourth quarter, will showcase the livery and name of the Ferrari-powered 2026 challenger for the new American F1 team, marking a landmark moment in the sport's expansion in the United States.
Why it matters:
The Super Bowl is the most-watched television event in America, drawing an audience of over 100 million viewers. By choosing this platform for its global reveal, Cadillac is making a definitive statement about its commitment to F1 and its ambition to instantly build a massive fanbase. This move symbolizes F1's growing cultural penetration in the U.S. market, leveraging the country's biggest sporting spectacle to launch a direct challenge to the established European order.
The details:
- The commercial is not part of the halftime show but is booked for a coveted fourth-quarter slot, capitalizing on peak viewership as the game reaches its climax.
- Following the car reveal, the ad will direct viewers to "watch on Apple TV," highlighting Apple's role as the exclusive home for F1 coverage in the United States.
- A Dual Reveal: For those not watching football, Cadillac is also unveiling the livery through an interactive exhibit in New York's Times Square. A frosted display will gradually "thaw" to reveal the car's design by February 9th.
- Broadcast Limitations: While the Super Bowl is broadcast globally, the specific advertisements are often region-locked. The Cadillac ad is primarily targeted at the U.S. audience, though the team promises to release the video online promptly after its airing.
What's next:
The Super Bowl reveal is just the first public step for the Cadillac F1 project. The focus will now shift to the team's on-track development, with drivers Sergio Perez and Valtteri Bottas continuing testing. The real measure of success will come in 2026, when the team hits the grid, aiming to translate this monumental marketing splash into on-track performance and establish itself as a competitive force in Formula 1.