Cadillac F1: CEO on Legal Battle with Michael Bay
LOS ANGELES – Filmmaker Michael Bay has filed a $1.5 million lawsuit against Cadillac Formula 1, alleging the team used his ideas for its Super Bowl commercial without permission or compensation. The complaint, filed Friday in Los Angeles Superior Court, claims Cadillac F1 CEO Dan Towriss and the team “apparently stolen Bay’s ideas and work for the commercial,” according to reporting from The Athletic.
Bay, known for directing blockbuster films such as “Transformers” and “Armageddon,” was initially approached in November 2025 by Towriss to produce and direct the commercial intended to introduce Cadillac F1 to an American audience, according to the lawsuit. The commercial, which aired during the Super Bowl on Sunday, featured the team’s new car alongside a recitation of President John F. Kennedy’s “We Choose to Head the Moon” speech.
The complaint details a Webex call during which Towriss discussed potential concepts with Bay, including the use of the Kennedy speech and desert backdrops. Bay reportedly presented examples of his previous work demonstrating these elements, including scenes from “Transformers 3” and “Armageddon.” Following the presentation, Towriss allegedly informed Bay he was hired, stating, “OK, let’s get to work.”
Cadillac responded to the lawsuit Monday with a statement to the Associated Press, asserting that it had met with Bay on a couple of occasions but ultimately determined he could not meet the project’s timeline. The team also stated that the core concept and creative direction for the commercial were already developed when they explored Bay as a potential director. “It’s unclear why he’s bringing this claim since the concept and creative were already developed and we were only exploring him as a director,” Cadillac said. The team expressed confidence in resolving the dispute and affirmed its admiration for Bay’s creative work, suggesting a potential future collaboration.
Despite a 25-year relationship between Bay and General Motors, Cadillac’s parent company, the F1 team ultimately pursued a different director for the Super Bowl advertisement, as reported by The New York Times. Dan Towriss, CEO of Cadillac Formula One, indicated he hopes for an amicable settlement to the legal action, according to Reuters.