In Formula 1, livery reveals are the first time fans see the cars for the upcoming season, and each team is allowed to launch their cars however they see fit.
Cue some interesting choices.
From the Spice Girls and Jamiroquai bouncing around on stage to taking over an airport hanger for the night, Formula 1 has seen some wacky livery reveals – but Cadillac may top them all.
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The American powerhouse will unveil their livery for their debut season at the 2026 Super Bowl, in a $12.1m AUD advertisement during one of the world’s most watched events.
The Spice Girls were the headlining act for the 1997 McLaren launch. Â LAT Images
Flaunting their patriotism throughout a European-dominant paddock, Cadillac’s use of the biggest day on the American sporting calendar only further underlines their desire to immediately show their heritage.
“The Super Bowl is one of the rare moments in American culture where sports, entertainment and storytelling come together, and it gives us a chance to introduce Cadillac Formula 1 Team on a stage that reflects who we are,” said Cadillac CEO Dan Towriss.
“We’re proud of our American heritage and we want to show up in a way that feels bold, innovative and distinctly ours.
“This is just the beginning, but it’s a moment I’m incredibly proud of.”
Wide World of Sports recalls some of the wildest livery reveals of all-time.
McLaren 1997
In the spirit of optimism, McLaren launched their 1997 challenger at a glitzy unveiling at London’s Alexandra Palace and employed the pop-star power of the wildly popular Spice Girls to headline the show.
Once Scary, Posh, Ginger (the future Mrs Christian Horner), Sporty and Baby sang their hearts out to hit song Wannabe in front of the shining McLaren, a bewildered David Coulthard and Mika Hakkinen were ushered onto the stage.
Cue the awkwardness.
1979 Lotus
The Lotus 79 was launched in a Paris nightclub in 1979 called Paradis du Latin.
Joe Saward, a journalist writing for Grand Prix, admitted that journalists were given rooms at a luxury hotel and driven to the event in limousines.
The 1979 Lotus was revealed in a Parisian club. Â Getty
Then, at the climax of the evening “after exhibition of feathered ladies dancing around, a Lotus suddenly began to descend from the roof, with a terrified Mario Andretti, clad in a dinner jacket, clinging to the car as it floated gradually to earth.”
Here’s to hoping Andretti wasn’t scared of heights.
2007 McLaren
In 2007, McLaren shut down a huge chunk of downtown Valencia for a lavish street festival.
Their drivers, Fernando Alonso and Lewis Hamilton, were paraded in front of 250,000 fans on the back of Mercedes SL55s, before hitting the streets.
McLaren employed the help of the Cirque du Soleil for the 2007 livery reveal. Â LAT Images
Couple that with some jaw-dropping circus acts from the Cirque du Soleil company and plenty of media opportunities, you really had an F1 launch for the ages.
The evening was brought to a close by renowned violinist Vanessa-Mae.
Oh, the good old days.
F1 75
This year’s livery reveal became a full showing, as the 75th anniversary of Formula 1 was celebrated in the O2 Arena.
Red Bull had a marching flash mob behind drivers Liam Lawson and Max Verstappen, while Kick Sauber appointed a host of band drummers to open the night up.
Red Bull Racing F1 team present its livery during F1 75 Live event. Clive Mason/Formula 1 via Getty Images
Each team had their time to shine on stage and the night resembled more of a fashion show than a car launch.
With red-carpet arrivals, musical performances and celebrity guest appearances, no expense was spared for the highbrow night with all ten teams and 20 drivers in attendance.
Jordan 2002
Eddie Jordan – the man who could spot a PR opportunity in the fog at 20 paces.
For the 2002 season, Jordan has signed up DHL as a team sponsor and used the company’s airport hangar in Brussels Airport to host their launch.
A host of F1 journalists were packed into DHL’s main hangar and treated to the standard driver-and-team-owner-Q&A shenanigans before the presentation was cut short by a message from the control tower, saying that an urgent delivery had arrived for Mr Jordan.
Jordan sent Formula 1 journalists to Brussels Airport to see their 2002 livery. Â Getty
A video flickered on, showing a DHL-liveried Airbus A300 doing a fly past as the hangar doors were wrenched open.
In came a 52 metre-long plane with that year’s Jordan car as the precious cargo in the hold.
Although rogue, it worked out well for Jordan as they were able to quickly board the 2002 challenger onto a plane straight to Australia, where it raced in Melbourne only a week later.