Renowned director Michael Bay has filed a $1.5 million lawsuit against Cadillac F1, alleging the team stole his concepts for a Super Bowl commercial unveiling the team's livery. The suit claims a verbal agreement was breached after initial discussions in late 2025. Cadillac F1 denies the allegations, stating Bay could not meet the timeline.
Filmmaker Michael Bay, known for blockbuster hits like Transformers and Armageddon, has a long-standing 25-year relationship with General Motors, Cadillac's parent company. In November 2025, Cadillac F1 CEO Dan Towriss approached Bay to direct a Super Bowl ad set to air on February 8, 2026, aimed at introducing the American F1 team's livery in a patriotic style, complete with a Times Square activation.
According to the complaint filed Friday in Los Angeles, Towriss suggested ideas like incorporating a John F. Kennedy speech or desert backgrounds during a November 28 Webex call with Bay and Dave Leener. Bay shared examples from his past work, expressing concerns about ad agencies stealing ideas. Towriss reportedly assured him, "I'm paying for this Super Bowl commercial so Cadillac and I are in charge."
A second call on November 30 featured Bay's sales pitch, showcasing nine prior commercials and films to illustrate editing styles, shimmering visuals, planets, suns, and desert landscapes for the F1 car reveal. Bay's team confirmed in writing that he was hired on a 'single bid' basis with no competing directors. With a tight deadline and $3 million budget, Bay's team developed production schedules, scouted locations, and created a mock commercial presented on December 5.
However, on December 6, producer Scott Gardenhour was informed Cadillac would go in another direction. Bay alleges the team, via ad agency Translation, used his ideas without compensation. He seeks damages for breach of verbal and implied contracts, goods and services rendered, and fraud.
A Cadillac F1 spokesperson responded: "Michael Bay is a cinematic genius and we talked with him about directing our Super Bowl ad. But after two meetings, it became clear he couldn’t meet our timeline... It’s unclear why he’s bringing this claim, since the concept and creative were already developed."
The suit notes Bay attempted informal resolution for two months without success, claiming Cadillac sought a 'Michael Bay' commercial at a bargain price. The ad has not yet aired, adding intrigue to the dispute ahead of the Super Bowl.
