Mercedes‑Benz announced today a collaboration with Sony Pictures Animation’s “GOAT”, an original action-comedy coming to cinemas globally in February 2026.
Set in an all-animal world, the film follows the main character Will, a determined young goat who refuses to accept limitations as he pursues his extraordinary dreams to become a roar ball pro.
This unwavering determination to achieve his goals mirrors the pioneering spirit that defines Mercedes‑Benz: the conviction that ambition and innovation drive what’s possible.
The highlight of this collaboration under the theme “There is a place for those who dream” is the prominent product placement of three Mercedes‑Benz vehicles featured throughout the film: the all-new CLA 250+, the all-new electric GLC and the Sprinter.
The collaboration further extends with a dedicated campaign featuring a 30-second spot in which a young girl’s imagination and reality magically blur the lines after seeing GOAT in the cinema and when driving home with her family in a Mercedes‑Benz CLA.
“There’s a special spark between Mercedes‑Benz and GOAT. We share the film’s ‘anything is possible’ spirit, always pushing boundaries and showing how far dedication can take you. Will’s story of perseverance echoes the way we’ve been moving forward for 140 years.”
Christina Schenck, Vice President Digital & Communications and Investor Relations, Mercedes-Benz AG
“Teaming up with a global brand dedicated to its craft has made for a meaningful collaboration that reinforces GOAT’s message that believing in your full potential can lead to something extraordinary. Mercedes‑Benz has effortlessly captured the film’s theme through an authentic spot and seamless in-film presence.”
Jeffrey Godsick, EVP, Brand Strategy & Partnerships, Sony Pictures Entertainment
Impact and Reach
“GOAT” is a film that will resonate around the world due to its inspiring message of following your dreams. Mercedes‑Benz vehicles appear in the film and provide the protagonists with reliable, safe and comfortable mobility.
Besides visibility of the well-established Sprinter van, the all-new electric CLA and GLC as the latest models can be seen in the film, spearheading the biggest product launch programme in the history of Mercedes-Benz.
The CLA has been recently awarded twice: as “The Car of the Year 2026” and as the “Safest Car tested in Euro NCAP”.
The all-new electric CLA and GLC ‘GOAT’ Campaign Details
- Campaign assets will roll out from January through March 2026, with its peak of communication taking place around the film’s release in February 2026:
- A 30-second commercial plus cutdowns for theatrical, linear TV, SVOD (Subscription Video on Demand), digital platforms and cinema
- A Key Visual for various physical and digital ad formats
- Social media videos/reels, posts and bumper ad
- Dedicated section within The all-new CLA – Class of its own website
- Film stills and clips
- Regional campaign variations tailored to local markets