Action film director Michael Bay is embroiled in a legal dispute with Cadillac over the automaker’s upcoming Super Bowl commercial promoting its new Formula 1 team. Bay alleges he was recruited to direct the spot, only to have his ideas allegedly stolen and his services ultimately discarded, leading to a $1.5 million breach-of-contract and fraud lawsuit filed Friday in Los Angeles.
According to the 19-page lawsuit, Dan Towriss, owner and chief executive of the Cadillac Formula 1 team, contacted Bay directly on November 28, 2025, seeking “the most American director [he] could find” to helm the commercial. Bay, known for directing blockbuster action films like The Rock, Armageddon, and Pearl Harbor, reportedly paused other projects to accept the offer, drawn to the high-profile launch scheduled to coincide with Super Bowl LX on .
The suit claims that after Bay and his team dedicated hundreds of hours to the project, Towriss abruptly changed course, deciding to “go in a different direction” and utilize another director. Bay alleges that Cadillac and its F1 team then proceeded to use his concepts without compensation. “They planned all along to rip him off. They wanted a ‘Michael Bay’ commercial, in other words, at a bargain-basement price,” the lawsuit states.
The dispute takes on added weight given Bay’s longstanding relationship with General Motors, Cadillac’s parent company. The lawsuit highlights Bay’s involvement in the design of the Bumblebee character in his Transformers franchise, a design that GM subsequently incorporated into commercially sold vehicles. This history, Bay argues, makes the alleged breach of trust particularly stinging.
The lawsuit details a process where Bay was initially presented with a “legendary project” requiring “one of the most legendary storytellers of our generation.” He was asked to deliver the commercial on an “extreme rush basis” to meet the NFL’s submission deadline. Bay reportedly expressed concerns to Towriss about the agency involved, stating, “They steal my ideas. They try to pick my brain and give these ideas to younger cheaper commercial directors.” Towriss allegedly responded, “Well, I’m paying for this Super Bowl commercial, so Cadillac and I are in charge.”
Bay shared creative concepts with Towriss, including a suggestion to incorporate a speech by John F. Kennedy, referencing a similar technique he employed in Transformers 3 with footage of NASA rockets. He also presented ideas inspired by the visual style of Armageddon and The Right Stuff, focusing on gold colors, sun flares, and a desert landscape. According to the lawsuit, Towriss was “thrilled” with these initial pitches.
The director then reportedly dedicated two all-nighters to developing ideas and preparing for meetings, assembling a team and even securing an F1 car for filming on the Mojave Airport runway. However, on December 6, 2025, a freelance producer informed Bay’s team that the agency had decided to pursue a different creative direction. Bay directly questioned Towriss, who allegedly responded with a promise to find a future project for Bay, excluding the agency.
The lawsuit alleges that promotional materials for the Cadillac F1 Super Bowl commercial subsequently released online feature elements directly derived from Bay’s initial proposals, including “shimmering” and “highly reflective gold chrome.” Bay is seeking at least $1.5 million in compensatory damages, as well as punitive damages, claiming that the defendants “specifically solicited Bay for this project” and agreed to compensate him for his work.
The case underscores the complex dynamics between creative talent and major brands, particularly in the high-stakes world of Super Bowl advertising. It also raises questions about intellectual property rights and the potential for exploitation when established directors collaborate with marketing teams. As Super Bowl LX approaches, the legal battle between Bay and Cadillac is likely to intensify, potentially adding another layer of drama to the already highly anticipated advertising showcase.
