This Sunday is the Super Bowl, the biggest TV event of the year in the US. But aside from sponsoring the halftime show, you might not see much from Apple in the way of paid ads — except for one F1 ad created by Cadillac.
Apple and Cadillac partner for F1 Super Bowl ad
At a special media event last week, Apple TV revealed a big slate of TV shows and movies coming to the streaming service. It also discussed plans for the Formula 1 season, with Apple TV becoming the exclusive broadcast home for F1 in the US.
The first F1 race on Apple TV takes place next month, and Apple is taking an unconventional route to promote during Sunday’s big game.
Instead of having its own Super Bowl like last year’s F1 movie, Apple has instead opted to partner with new F1 contender Cadillac.
Author: Alex Weprin v The Hollywood Reporter:
The Hollywood Reporter has learned that the Cadillac Formula 1 team will have an ad during the 4th quarter of Sunday’s Super Bowl, using the game to debut the liveries of its high-end race cars while fulfilling Apple’s F1 ambitions.
Following the unveiling of the livery, the ad will feature a prominent “watch on Apple TV” message, with the tech giant now officially home to F1 in the US (…)
While the Super Bowl ad is on the Cadillac F1, Apple is poised to be just as big a beneficiary if viewers are enticed to view it. Apple and Cadillac F1 will promote the ad, which is directed by Sam Pilling and features music composed by Oscar-nominated Max Richter, after its launch, and photos of the new livery will be taken on iPhone and captured in Bahrain, where it will make its track debut next week.
Confirming Apple’s partnership in the ad, the article includes a new quote from Eddy Cue:
“F1 is the intersection of sport, innovation and culture, and fan engagement is rapidly evolving with more energy than ever,” said Eddy Cue, Apple’s senior vice president of services. “Seeing Cadillac enter the grid in such a bold way is incredibly exciting and a great sign of where the sport is headed next.”
Apple Music sponsoring the halftime show is Apple’s big investment in the Super Bowl. Beyond that, though, it’s unusual for a company to spend on expensive and highly visible ads for a game.
In that sense, the partnership with Cadillac is a way for Apple TV to promote its F1 coverage while likely saving on the bottom line.
How to watch Super Bowl LX via streaming
If you want to watch the Super Bowl this Sunday, Peacock is the official streaming platform.
Apple TV subscribers can add on Peacock for just $2 a month.
There are other offers if you want a higher tier of Peacock or are an Apple One subscriber. These details are available here.
Planning to watch F1 on Apple TV this year? Let us know in the comments.
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