Cadillac F1 is looking to rev up some homegrown fans thanks to an upcoming Super Bowl ad.
Today, Cadillac F1, a joint venture between General Motors and TWG Motorsports, announced it will reveal its livery in an upcoming 30-second ad airing in the 4th quarter of Super Bowl LX.
For those less familiar with the sport, livery reveals are a big deal in Formula 1, where teams can showcase their new cars, paint jobs, and sponsors under the updated F1 regulations. Cadillac F1 is the first American-registered team in ten years to join the F1 grid, so it wanted to make a big splash to introduce itself to American audiences.
“The ultimate goal is to build a fan base for the Cadillac Formula 1 team, and so when we think about the avenue and method of doing that, the Super Bowl serves that purpose so well in multiple different ways,” Cassidy Towriss, Cadillac F1 brand advisor, told ADWEEK.
In addition to reaching existing F1 fans by creating the first livery reveal in a Super Bowl ad, the creative is also attempting to entice F1-curious or casual sports fans who may take pride in rooting for the U.S. in the Olympics or the World Cup, according to Towriss.
Cadillac F1 is further supporting the campaign with an activation in New York’s Times Square, where a frosted box obscuring a model car in the Cadillac F1 livery will be on display on the Friday before the Super Bowl. Following the Super Bowl on Feb. 8, the glass will become clear to showcase the car.
Then, hours after the game, the Cadillac F1 livery makes its public debut on the track in Bahrain. Meanwhile, a major social rollout will allow fans to experience all the live moments.
“We’re trying to bring a fresh perspective and do things just a little differently from more of an entertainment eye, which is really something that you’ll also see with the spot,” Towriss said.
However, that spot is remaining under wraps for now.
Though Cadillac F1 revealed it worked with agency Translation on the ad, it’s staying mum on details about the ad’s director, the composer hired to create custom music for the livery, and the spot’s creative direction.
So what should viewers expect?
“Something that’s uniquely American, very F1, very exciting, and very big is coming, and this Super Bowl spot really allows us that framework to do all of those things to ultimately build a fan base,” Towriss said.
