Cadillac F1 Livery Showcase During Super Bowl

The Cadillac Formula 1 Team made a memorable debut on the world stage by revealing its 2026 livery during a high-impact 30-second commercial that aired in the fourth quarter of Super Bowl LX.

–by Mark Cipolloni–

The ad draws powerful inspiration from President John F. Kennedy’s iconic 1962 “We Choose to Go to the Moon” speech. It shows engineers working intently behind the scenes as individual components of the new Cadillac F1 car assemble dramatically across a sweeping desert landscape. The fully formed machine—primarily black with striking silver accents and the classic Cadillac crest—then accelerates into the distance.

Front View. The Cadillac Formula 1 Team unveiled their 2026 livery during the Super Bowl during the 4th quarter of the game. Photo by: Cadillac Communications

TWG is featured prominently as the primary sponsor, highlighting the partnership between Cadillac and TWG as co-owners of the team. The spot closes with the motivational tagline “The Mission Begins” and a call to action inviting fans to follow “America’s Team.”

This Super Bowl reveal represents a bold and ambitious move for the squad. As the first American-registered team to join the Formula 1 grid in more than a decade, Cadillac F1 is deliberately targeting a wide American audience—die-hard F1 fans and newcomers alike—who may be drawn to the patriotic appeal and the excitement of a homegrown entry.

Side View. The Cadillac Formula 1 Team unveiled their 2026 livery during the Super Bowl during the 4th quarter of the game. Photo by: Cadillac Communications

While the cinematic production and historical references create an inspiring tone, the ad assumes some familiarity with racing terminology. For casual viewers, the full weight of a “livery reveal” might not land immediately, but the overall message of innovation and national pride comes through clearly.

The sleek black-and-silver design will adorn the cars driven by veterans Valtteri Bottas and Sergio Perez when the team makes its competitive debut in the 2026 season.

The team say the dual livery design uses “asymmetry as a deliberate design philosophy: a yin-and-yang balance expressed through stark black and white, where grit, determination, and performance meet aspiration, optimism, and ambition”.

Dual Colors. The Cadillac Formula 1 Team unveiled their 2026 livery during the Super Bowl during the 4th quarter of the game. Photo by: Cadillac Communications

This launch sets an exciting tone for Cadillac’s entry into Formula 1, blending American heritage with cutting-edge motorsport ambition. The full car is expected to make its on-track appearance during preseason testing in Bahrain this coming week.

Chief executive Dan Towriss said: “This livery represents far more than a paint scheme; it represents who we are and what we bring to Formula 1.

“Every detail is intentional: bold, modern, and unmistakably American, while respecting the heritage and precision that define this sport.

“Choosing to reveal our first race livery during the Super Bowl and in the heart of Times Square is a way to introduce our identity to the world at the intersection of performance, culture, and entertainment, and to connect with fans in places far beyond the paddock.”

Team principal Graeme Lowdon said: “I’m incredibly proud to reveal the colors of our 2026 Formula 1 challenger.

“We are a team built on bold ambition and leadership in innovation, values which we exhibited today by tapping into one of the most culturally significant sporting events in the world in a manner that has never been done by a Formula 1 team before.”