If you’ve spent any time watching live sports or scrolling through Paramount+ lately, you’ve probably seen him. He’s furry. He’s opinionated. He’s standing on a mountain. Rick the Goat—the breakout star of the Paramount+ “Mountain of Entertainment” campaign—has officially joined the ranks of the Geico Gecko and the Progressive Dr. Rick in the pantheon of weirdly relatable mascots.
But there is actually a lot of confusion about where Rick came from and who is behind the voice.
Honestly, the "talking animal" trope is as old as television itself. We’ve seen the 100% real (and slightly annoying) Geico "Screaming Scapegoat" from 2015. We've seen the Rocket Mortgage goats for the 2025 Super Bowl. But Rick is different. He isn't just a one-off gag; he’s a guide. He’s basically the snarky concierge of a mountain populated by Sylvester Stallone and SpongeBob SquarePants.
The Mystery Behind the Voice
People on Reddit have been losing their minds trying to figure out who voices the Paramount+ goat. If you look at the threads from early 2025, you’ll see guesses ranging from Julian Barratt to Peter Serafinowicz. Some people were convinced it was Mike Wozniak.
It’s that specific kind of dry, slightly eccentric delivery that makes you feel like you know the actor, but you can’t quite place them.
The campaign, which really hit its stride in late 2024 and throughout 2025, uses Rick as a foil to the "Goat Guide," played by Canadian actor Murray (Murf) Laidlaw. Laidlaw is the guy in the ear-flapped hat blowing the horn. In a world of CGI, it’s refreshing to know that while the goat’s talking is obviously digital wizardry, Laidlaw is a real-deal actor who actually filmed those scenes on a green screen in Vancouver.
He’s described the experience as embracing his "inner silliness," which, let's be real, is the only way to play a mountain man standing next to a talking bovid.
Why Rick the Goat Matters for Paramount+
Streaming services are in a dogfight. Or a goatfight.
Paramount+ has a massive library, but they’ve struggled to find a "vibe" that sticks as well as Netflix or Disney+. The "Mountain of Entertainment" concept was their solution. By putting Rick the Goat in commercials alongside A-list talent, they humanize the brand. Or... goat-ify it?
The ads work because they play on the "eccentric woodsman" archetype. Rick isn't just a goat; he’s a character who collects things in a little metal lunch box on his belt. It’s those tiny, weird details that stop people from hitting the "Skip Ad" button.
Factual Breakdown: Rick vs. The "Other" Ricks
Don't get him confused with Dr. Rick from Progressive. That’s a common mistake because of the name. Dr. Rick (played by Bill Glass) helps you not turn into your parents. Rick the Goat helps you find Tulsa King or Survivor.
Then there’s the Geico "Rick" from the 2015 scapegoat commercial. In that one, the goat’s name is actually Rick, and a woman screams at him for being a "scapegoat." It’s a classic, but it's a totally different goat universe.
- Paramount+ Rick: Snarky, lives on a mountain, guides you through shows.
- Geico Rick: Screams, gets blamed for things, doesn't actually talk.
- Rocket Mortgage Goats: Metaphors for debt, generally more mischievous than helpful.
The Production Secret
Here’s something most people don’t realize: they used a real goat for the filming.
According to Murray Laidlaw, the production team used a mix of a living, breathing animal and a hyper-realistic animatronic/prop version for the talking sequences. This is why the "uncanny valley" effect isn't as strong with Rick as it is with some other CGI mascots. You can see the texture of the fur and the way he reacts to the mountain environment.
The lighting in these spots—especially the ones released in September 2024 and January 2025—is designed to make the mountain feel like a physical place, even though most of it is built in a studio in British Columbia.
What's Next for the Goat?
Paramount+ has already started rolling out "Phase 2" of the campaign. We’re seeing more "special moments" between Rick and the viewers. He’s becoming less of a background character and more of a commentator on the shows themselves.
If you want to keep up with the real humans behind the scenes, you can follow Murray Laidlaw on Instagram (@murflaidlaw). He’s been pretty open about how "blessed" he feels to have landed the role, often sharing bits of his authentic off-grid lifestyle that helped him get cast in the first place.
Actionable Insights for Your Next Watch:
- Look at the Belt: In the 2025 ads, check out the metal lunch box on the Goat Guide’s belt—it’s a character-building prop the actor suggested.
- Listen for the Accent: Pay close attention to the goat's cadence; the mystery of the voice actor is part of the marketing "stickiness" that keeps people talking online.
- Spot the Real Goat: Try to see if you can tell which shots use the "built" goat versus the live animal. The ear movements are usually the giveaway.