Cadillac is framing its Formula 1 entry with a high-profile marketing push alongside a multi-year technical program. The brand will unveil its debut livery in a 30-second commercial during the Super Bowl (scheduled to air around 3:00 a.m. GMT in the U.K. and Europe) and teased the reveal in Times Square with a frosted-glass car replica that gradually “thaws.” The campaign pairs the Super Bowl ad buy with a Times Square activation and online distribution; Cadillac will post the ad to its social channels after the broadcast.

CEO Dan Towriss described the dual launches as an invitation for fans to join the team’s journey. In the U.K., Channel 5 will show the Super Bowl free-to-air and Sky Sports will provide full coverage, giving Cadillac broad exposure as it moves into the season.

On the sporting and technical side, Cadillac will join F1 as the sport’s 11th team and its first expansion entry since Haas a decade ago, operating as a works operation under new technical regulations intended to tighten competition. The team will be based in both Indianapolis and Silverstone, will initially run Ferrari power units, and will simultaneously develop a General Motors engine targeted for 2029 — a multi-year plan meant to balance visibility this season with future powertrain development. Team principal Graeme Lowdon tempered expectations, stressing execution and earning respect while acknowledging logistical and technical hurdles ahead of the season-opener in Melbourne in March. Drivers Valtteri Bottas and Sergio Pérez, who together have 16 grand prix wins, said the objective is steady progress and to “try not to finish last,” underscoring Cadillac’s cautious approach as it shifts from a high-visibility launch to the practical challenges of competing in F1.

Sources