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Key Takeaways:
- Ford rolls out its latest all-electric "Puma Gen-E" campaign with high energy across key European markets.
- The hero film, created with Wieden+Kennedy, features the Gen-E as a sleek, feline-like presence.
- The Puma Gen-E marks a major milestone in Ford’s expanding EV push in the U.K. and Europe.
This car doesn’t purr... it prowls.
Made together with Wieden+Kennedy London, Ford’s new all-electric "Puma Gen-E" campaign has hit European streets, turning heads with every pawstep.
Marked by a spot titled “On the Prowl,” the ad reimagines the compact SUV as a sleek feline moving through the city with charm, confidence, and electric flair.
Set to the jazzy classic “Ev’rybody Wants to Be a Cat,” the hero spot positions the Puma Gen-E as more than just another EV.
It’s cool, nimble, and unmistakably stylish, with claw-shaped headlights to match.
Ford hopes the campaign will make a lasting impression, especially in markets where the Puma already enjoys best-seller status, like the U.K.
“To celebrate our well-loved Ford Puma going electric, we wanted to encapsulate the agility, energy, and dynamism of the Ford Puma Gen-E in a bold and playful way,” said Lyn West, brand content manager at Ford of Europe.
The campaign follows the "Big Cat Energy" theme of the Puma Gen-E launch late last year.
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Wieden+Kennedy London Creative Director Alex Sattlecker reinforced these statements, calling the EV the "new cat on the block."
"Luckily, Ford loves cats as much as we do, and we embarked on a fun shoot with the team at Pantera who brought the concept to life brilliantly."
While the ad is the focal point of the rollout, the campaign also includes digital cutdowns and social media activations across Europe.
Creative agencies can take note of how a simple visual metaphor paired with cohesive cross-channel execution can create a memorable and flexible campaign identity.
The Streets Are Its Jungle
The film follows the Puma Gen-E weaving through dimly lit city roads, often catching curious stares from real cats perched on windowsills, rooftops, and sidewalks.
The lighthearted tone and cat cameos serve as a creative metaphor for the vehicle’s agility and urban appeal.
With localized versions planned for France, Germany, Spain, and Italy, Ford is making a unified push to bring its EV message to the masses while capitalizing on the cultural popularity of the Puma line.
The launch comes at a pivotal moment for the car giant, as it doubles down on electrification in one of its strongest passenger vehicle segments.
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The Gen-E’s debut follows the Puma’s two-year streak as the U.K.’s best-selling car, a title the company is clearly looking to build on.
As someone who’s watched a lot of automotive marketing lean too heavily into tech talk or generic visuals, it’s refreshing to see a brand go fully into character.
Ford’s “On the Prowl” isn’t just an EV ad; it’s also a lesson in how a product launch can ooze a brand identity.
It's this kind of storytelling that can propel an auto brand to new destinations.
Meanwhile, Jaguar recently placed its creative account under review, following the backlash its rebrand campaign received last year.
From EV launches to dealership campaigns, these agencies know the road:
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