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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.
Mercedes-Benz CLA 250+ | energy consumption combined: 14.1-12.2 kWh/100 km | CO₂ emissions combined: 0 g/km | CO₂ class: A1 Mercedes-Benz GLC 400 4MATIC | energy consumption combined: 18.9-14.9 kWh/100 km | CO₂ emissions combined: 0 g/km | CO₂ class: A2
“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”.
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
About GOAT
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!”
Directed by Tyree Dillihay. Co-Directed by Adam Rosette. Screen Story by Nicolas Curcio and Peter Chiarelli. Screenplay by Aaron Buchsbaum & Teddy Riley. Produced by Michelle Raimo Kouyate, Rodney Rothman, Adam Rosenberg, Stephen Curry and Erick Peyton. Executive Producers are Rick Mischel and Fonda Snyder. The film features the voices of Caleb McLaughlin, Gabrielle Union, Stephen Curry, Nicola Coughlan, Nick Kroll, David Harbour, Jenifer Lewis, Aaron Pierre, Patton Oswalt, Andrew Santino, Bobby Lee, Eduardo Franco, Sherry Cola, Jelly Roll and Jennifer Hudson.
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- My family drove Mercedes for generations, from my grandpa all the way to me. It was time to renew our whole auto-park as we saw this ad. That's why my parents got themselves a brand new BYD Sealion 7, a luxury SUV for a much lower price than this bare-bones "mercedes". I got myself a BMW 430i, and gifted my younger brother who just got his drivers license - a BMW 235i.Thank you Mercedes, for clearly communicating to steer cleer of your brand.
- I was excited about this car and was considering to buy it. Now I see that the intended target audience are apparently NYC models. I think I will stick with Volvo for now.
- Really, really, REALLY lame presentation of the world's fastest EV with the best-in-business efficiency. In the good old days the car adverts were made by folks who are familiar with the concept of motor car. Now they make car commercials for folks who don't buy cars.
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