Cadillac reinvented
the Formula 1 livery reveal as a national mission for America’s first F1 team.
CLIENT CADILLAC F1 SCOPE FILM + ACTIVATION
Cadillac F1
The Mission Begins
To reveal the first new team on the F1 grid in nearly 20 years, and America’s first F1 team ever, we revealed the Cadillac F1 team in the most American way possible: a Super Bowl spot, and a countdown in Times Square.
Our film featured an excerpt from John F. Kennedy’s “We Choose To Go” speech delivered at Rice University with additional audio courtesy of NASA’s Apollo 11 Mission Control Archives and an original score by Oscar-nominee Max Richter.
RESULTS
1.15 BILLION IMPRESSIONS
2x more than the closest competitor.
62 PIECES OF MEDIA COVERAGE
2x more than the closest competitor.
431% MORE ENGAGEMENT THAN THE AVERAGE SUPER BOWL AIRING
Ranking #6 most engaging out of 98 total spots.
#1 AD FOR RELEVANT BOOST
According to the Harris Quest Brand Bowl Report.
#4 MOST IMPACTFUL IN DRIVING CONSIDERATION
According to YouGov’s 2026 Super Bowl Report.
GROWING FOLLOWERS 2–9x FASTER
Than all other F1 teams.
BACKGROUND
Cadillac is entering Formula 1 in a race against time.
With a league of opponents decades ahead, fans unsure of America’s place in the global sport, and less than a year to build a car, the odds aren’t in their favor.
But our country’s most ambitious leaps of faith didn’t start by asking for permission. Even when the mountain appears too tall, the finish line looks impossibly far away, or the task seems too “hard”, we choose to go.
'A Livery Reveal
in a Way That's Never
Been Done Before.'
EXTENDING THE CAMPAIGN
At the moment our spot aired, revealing the car for the first time, ever, we simultaneously unveiled the car in Times Square, the conclusion of a three-day countdown that took place in front of hundreds of fans braving freezing temperatures to be the first to witness the latest team’s inaugural car.
The very next morning, we revived Apple’s “Shot on iPhone” campaign to feature Cadillac F1’s first track run with the new livery, which happened to take place overnight after the Super Bowl, giving fans worldwide a chance to see the car in action, a mere night’s sleep after first seeing the car.
