From Times Square to the Super Bowl: Cadillac’s extensive Formula 1 unveiling strategy
The new Formula 1 team Cadillac will set up a countdown clock in Times Square, New York, to commemorate the lead-up to its livery unveiling during this year’s Super Bowl.
A chrome-covered structure featuring frosted glass, referred to as the Cadillac Countdown Box, will be installed in Times Square starting Feb. 6, with a timer counting down to the team’s reveal during a halftime advertisement on Feb. 8.
A model car adorned in the new livery will be displayed inside the box, but it will only be visible after the commercial has aired to millions of viewers worldwide.
Logos and visuals from sponsors will also be showcased on the box leading up to the reveal.
The replica car will remain on display for additional viewing on Feb. 9, the day following the Super Bowl.
“The launch of a livery in Formula 1 is a significant occasion as it embodies the team’s identity,” stated Dan Towriss, CEO of Cadillac Formula 1 Team Holdings. “The reveal at the Super Bowl and in Times Square signifies both a launch moment and an invitation for fans to participate in our journey.
“The Super Bowl advertisement will bring the team into millions of households, while the Cadillac Countdown will provide a front-row experience in one of the busiest locations in the United States.”
This year, Cadillac will join F1 as the 11th team, with Sergio Pérez and Valtteri Bottas piloting the Ferrari-powered car in its inaugural season.
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The completely new car has already commenced testing at this week’s preseason shakedown at the Circuit de Barcelona-Catalunya in Spain, utilizing a black interim livery that displays Cadillac’s logo on the engine cover and the names of team members on the nose.
When the Super Bowl advertisement was revealed last December, the American manufacturer indicated that the launch would be “a bold new way for the team to connect with new audiences within the United States and beyond.”
Nielsen reported that the 2025 Super Bowl featuring the Philadelphia Eagles and Kansas City Chiefs drew 127.7 million viewers, marking the highest number ever recorded in the U.S. for a single-network broadcast.
Source: espn.com
