Cadillac announce Times Square 'Countdown Box' ahead of true identity F1 reveal

Cadillac has ramped up the hype surrounding the reveal of its maiden F1 livery for this season.

The team has already spent millions of dollars on a prime-time advertising slot during the Super Bowl on February 9 to take the wraps off its car for this season and show its true identity after running a 'camo-livery' for this week's private test in Barcelona.

Now the team has announced the 'Cadillac Countdown', which it claims has been "designed to build anticipation in the lead-up to the team’s inaugural livery" during the Super Bowl between the New England Patriots and Seattle Seahawks.

The Cadillac Countdown Box, described as a "striking chrome-clad structure" will be visible in Times Square from Friday, February 6, to Monday, February 9, and will contain a replica team car with its inaugural livery.

The box will boast a frosted glass exterior revealing only silhouettes and motion inside, and feature a large-format digital countdown clock signalling the imminent livery reveal.

The team states that "over the course of Super Bowl weekend, the Countdown Box will take on many forms, shifting visual modes and content as the clock winds down".

Immediately following the conclusion of the Super Bowl, the frosted glass will thaw to reveal a full look at the car and livery, and will be on display into the following day.

Cadillac CEO Dan Towriss said: "The unveiling of a livery in Formula 1 is an important moment as it is a reflection of the team’s identity.

"The reveal at the Super Bowl and in Times Square represents both a launch moment and an invitation for fans to join in our journey.

"The Super Bowl spot will take the team into millions of homes, while the Cadillac Countdown will give a front-row view in one of the busiest areas in the US."