The Mission Begins
Cadillac F1 x Super Bowl LV
Cadillac F1 x Super Bowl LV
“We choose to go...not because but because it is hard...and we intend to win.”
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.
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.
And in the spirit of tossing out the aged F1 playbook, we shot our car— not in a studio— but against the backdrop of the Great American West, a new frontier that’s uniquely part of the States.
And 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 happen 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.