Peter Lyon
January 22, 2026
Product placement is a beautiful thing. Today, Mercedes-Benz announced a collaboration with Sony Pictures Animation’s “GOAT”, an original action-comedy coming to theatres 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,” says Christina Schenck, Mercedes’ Vice President Digital & Communications.
“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,” comments Jeffrey Godsick, EVP, Brand Strategy & Partnerships of 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. Alongside the well‑known Sprinter van, the film also features the all‑new electric CLA and GLC—two of the latest models leading the biggest product launch program in Mercedes‑Benz history. The CLA was recently honored twice, earning both the European “Car of the Year 2026” and the distinction of being the “safest car tested in Euro NCAP“.
From Sony Pictures Animation, the studio behind “Spider-Man: Across the Spider-Verse” and the artists that made “KPop Demon Hunters”, comes GOAT, an original action-comedy set in an all-animal world. The story follows Will, a small goat with big dreams who gets a once-in-a-lifetime shot to join the pros and play roar ball – a high-intensity, co-ed, full-contact sport dominated by the fastest, fiercest animals in the world. Will’s new teammates aren’t thrilled about having a little goat on their roster, but Will is determined to revolutionize the sport and prove once and for all that “smalls can ball!”
