Director Michael Bay Alleges Cadillac Stole His Super Bowl Ad Concepts

Director Michael Bay has initiated a $1.5 million lawsuit against Cadillac, alleging that the company stole his ideas for a Super Bowl commercial. Bay claims he was personally approached on November 28, 2025, to conceptualize, produce, and direct an advertisement for Cadillac's new Formula 1 racing team, aiming to capture the "most American director" persona.

Midway through the production, after significant effort from Bay and his team, the lawsuit states that Cadillac abruptly decided to "go in a different direction" and use someone else to complete the project. Bay alleges that Cadillac executives have since stolen his work and ideas without proper payment, characterizing the move as a deliberate attempt to obtain his vision at a reduced cost.

The lawsuit, filed on Friday in Los Angeles, includes claims for breach of verbal contract, breach of implied-in-fact contract, and fraud. Bay is seeking compensatory damages of at least $1.5 million, plus punitive damages, asserting that Cadillac's actions damaged his reputation and violated a long-standing relationship with General Motors.

Bay provided specific examples of his conceptual contributions, including visual elements and thematic ideas inspired by his past films and historical speeches. He expressed concerns about the third-party agency involved, but was allegedly assured by Cadillac's CEO, Dan Towriss, that they were in charge. Despite his team's extensive work, including securing an F1 car for filming, Bay was informed on December 6, 2025, that the agency had opted for a different director.

Promotional materials later released online reportedly showcase elements identical to Bay's original proposals, such as "shimmering" and "highly reflective gold chrome." The lawsuit asserts that Cadillac specifically solicited Bay for this project, leading him to believe he was hired, and is now seeking compensation for his alleged unpaid work and the fraudulent misrepresentation.