Ford channels 'Big Cat Energy' for Puma Gen-E reveal

While the likes of Nigel Farage get their knickers in a twist over Jaguar’s new branding, Ford is quietly getting on with the work by unveiling its new all-electric Puma Gen-E, its second social-first car reveal, following the success of its Ford Capri campaign.

Both and Puma Gen-E and the Capri creator-led campaigns have developed by Born Social, supported by Wieden+Kennedy and WPP.

The pan-European activity reimagines the UK’s best-selling car of 2023 for a new era of electric driving, aiming to engage an audience of new and existing city-based customers.

The social-first campaign stars a curated group of European creators, including Wretch 32, Topjaw, Dany Dann and Marta Sierra.

According to the official line, “Big Cat Energy explores the concept of quiet confidence, with the new Puma Gen-E embodying a ‘quiet flex’, nodding to the subtlety of the differences between the ICE and Electric version, while howcasing its sleek design, electric capability and understated sophistication”.

The creative idea highlights these qualities through the metaphor of a ‘big cat’; drawing parallels between the car’s feline agility, precision and power.

In a teaser phase starting a few days prior to the reveal, Ford’s European social channels featured cryptic images of a black cat and the Puma to build intrigue. The campaign’s creators were then activated, sharing ‘Big Cat Energy’ inspired content featuring vibrant yellow ‘easter eggs’ reflective of the car’s “personality”.

At the centre of the campaign is a 60-second film, directed by Rob Davies at Craft Films, that blends studio footage and city location scenes. It begins with a black cat prowling a studio, its yellow eyes catching a glimpse of the Puma Gen-E. As the music builds, we see flashes of the car’s ‘cat-like’ features interwoven with creators embodying ‘Big Cat Energy’ in Berlin, London, and Paris.

The campaign reveals the reimagined Puma to 20 markets across Europe and will be supported by a full suite of social assets, and activity on the creators’ own channels.

Ford of Europe director of marketing Peter Zillig said: “Working with Born Social we’ve been able to bring the energy and excitement of this car to life in a way that feels fresh, authentic, and deeply rooted in urban culture. ‘Big Cat Energy’ reflects the Puma Gen-E’s sleek, confident design, and its quiet power. This campaign shows how we’re transforming the way we connect with our audiences through social, creators and digital channels.”

Born Social executive creative director Paddy Smith added: “This campaign redefines how a car reveal can be approached, with social at the heart. With creators embedded as integral parts of the story it’s a great example of how social-first creativity can turn a traditional launch into something culturally relevant and genuinely exciting.”