Mercedes-Benz and Sony Pictures Animation join forces on GOAT, arriving February 13, with CLA, electric GLC and Sprinter, plus a 30-second global campaign.
Mercedes-Benz enters the family film conversation with a partnership that blends inspiring history and global exposure. The brand announced a deal with Sony Pictures Animation for “GOAT,” an original action comedy that will hit theaters on next February 13.
In a world populated only by animals, protagonist Will—a young goat—refuses to accept limits as he pursues an unlikely dream: becoming a professional roar ball.
An alliance of cinema and electric mobility
The creative umbrella is “There is a place for those who dream” and the intention is to connect the “everything is possible” from the film with Mercedes-Benz’s story about innovation. The collaboration combines presence within the film and an external campaign centered on a 30-second spot: a girl leaves the cinema after watching “GOAT” and, during the trip back home, her imagination mixes with reality while traveling in a Mercedes-Benz CLA.
On schedule, the assets will roll out from January to March 2026, with communication peaking around the premiere in February. The package includes a key visual for physical and digital formats, reels and posts for networks, material from the film and a dedicated section on the new CLA site.
Christina Schenck, Vice President of Digital & Communications and Investor Relations at Mercedes-Benz AG, summed it up like this: “There is a special spark between Mercedes-Benz and GOAT. We share the film’s ‘anything is possible’ spirit, always pushing the limits and showing how far dedication can take you. Will’s story of perseverance reflects the way we have continued to move forward for 140 years.”
Three vehicles with a starring role
The ad highlights three models integrated into the footage: the new CLA 250+, the new electric GLC and the Sprinter. The reading is clear: we are not looking for a quick cameo, but for the vehicles to be part of the movement of the characters and the feeling of “journey” that this type of stories usually has.
The main focus falls on the CLA, a key piece of the brand’s electric offensive. Mercedes-Benz accompanies the announcement with efficiency figures for the CLA 250+ (with EQ Technology): combined consumption of 14.1–12.2 kWh/100 km and CO₂ emissions 0 g/km (class A). And it ends with credentials designed to win conversation: the CLA was crowned “Car of the Year 2026” and, according to Mercedes-Benz, the electric CLA was “Best Performer” from Euro NCAP and “the safest car tested in 2025”.
From Sony Pictures Entertainment, Jeffrey Godsick, EVP of Brand Strategy & Partnerships, emphasized the film’s message: “Partnering with a global brand dedicated to their craft has led to a meaningful collaboration, reinforcing GOAT’s message that believing in your full potential can lead you to something extraordinary. Mercedes-Benz has captured the theme of the film effortlessly, through an authentic spot and an integrated presence within the film.”
“GOAT” arrives signed by Sony Pictures Animation, the studio behind “Spider-Man: Across the Spider-Verse”, directed by Tyree Dillihay and co-directed by Adam Rosette. The voice cast brings together Caleb McLaughlin, Gabrielle Union, Stephen Curry, Nicola Coughlan, Nick Kroll and other well-known names.
For Mercedes-Benz, the value is in scale: cinema, platforms and social networks allow the message to be repeated in multiple formats and markets, reinforcing its electric narrative just when the public begins to see more trailers, clips and social conversation of the film.
If the execution is up to par, Mercedes-Benz may gain something more valuable than minutes of screen time: that its presence feels organic within a story about pushing boundaries. And if “GOAT” connects with its message of believing in the impossible, the German brand will have managed to make that inspiration fly as well.
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