Mercedes-Benz collaboration with Sony Pictures Animation’s GOAT

Mercedes-Benz announced a partnership with Sony Pictures Animation’s GOAT, featuring in-film vehicle appearances and a global campaign ahead of the film’s 2026 release.

Mercedes-Benz has announced a collaboration with Sony Pictures Animation for the new theatrical feature “GOAT,” scheduled for cinemas in February 2026. Set in an all-animal world, the film follows Will, a young goat who refuses to accept limitations as he chases an unlikely dream: becoming a pro in “roar ball,” a high-intensity, full-contact sport dominated by the fastest and fiercest animals.

At the heart of the partnership is prominent in-film product placement: three Mercedes-Benz vehicles appear throughout the story—the all-new CLA 250+, the all-new electric GLC, and the Sprinter. The collaboration also extends beyond the screen through a campaign themed “There is a place for those who dream,” including a 30-second spot in which a young girl’s imagination seems to blur with reality after watching “GOAT” in the cinema and riding home with her family in a Mercedes-Benz CLA.

Mercedes-Benz frames the connection as a shared “anything is possible” mindset, linking Will’s perseverance to the brand’s long-running emphasis on ambition and innovation. Sony Pictures Entertainment, meanwhile, says the partnership reinforces the film’s message that believing in your full potential can lead to something extraordinary—supported by an on-screen presence designed to feel seamless rather than forced.

Campaign assets are set to roll out from January through March 2026, with the communication peak planned around the film’s February release. The lineup includes the main 30-second commercial and cutdowns for cinema, linear TV, SVOD, and digital platforms, plus key visuals, social formats, film stills and clips, and regional variations tailored for local markets.

The choice of vehicles is also telling: the film spotlights both a familiar workhorse (Sprinter) and newer electrified models positioned as part of a major product push. Mercedes-Benz points to the new electric CLA’s recent recognition as European Car of the Year 2026 and its status as the best-performing car tested by Euro NCAP in 2025, suggesting the collaboration is intended to attach mainstream, family-audience visibility to themes of safety, technology, and forward momentum—ideas that mirror the story’s central drive to challenge what’s considered possible.