Client
Cadillac F1
+
Scope
Film + Activation
The Mission Begins
Project Summary
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.
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
Results
#1 Ad for Relevance 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.
Execution
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.
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.
