Ford is adding a fresh spark to its electric vehicle strategy with the launch of the Puma Gen-E, an all-electric version of one of its best-selling cars in Europe. The launch is accompanied by a high-energy campaign titled On the Prowl, developed by Wieden+Kennedy and directed by Pantera through Anonymous Content.
Set to the jazzy rhythm of Ev’rybody Wants to Be a Cat from Disney’s The Aristocats, the campaign's hero film showcases the sleek, feline-inspired Gen-E navigating moonlit city streets. It locks eyes with curious alley cats and electric passersby, exuding a sense of personality and charm that aligns with Ford’s goal of injecting life—and a bit of fun—into its EV range.
The Ford Puma has already secured its place as the UK’s best-selling car in 2023 and 2024. With the release of its electric counterpart, Ford aims to build on that momentum across key European markets including France, Italy, Germany, and Spain.
“This launch represents more than just a new vehicle—it’s a new attitude for Ford EVs,” said Lyn West, Brand Content Manager at Ford of Europe. “We wanted to express the agility, energy, and dynamism of the Puma Gen-E with boldness and creativity.”
The ad, edited by Sam Rice-Edwards and Nik Hindson of The Assembly Rooms, emphasizes style and movement. From the claw-shaped headlights to the aerodynamic lines, the Gen-E is cast as a “big cat” on the prowl—urban, electric, and unmistakably modern.
For Wieden+Kennedy London, the creative idea behind On the Prowl was to blur the lines between machine and animal instinct. “We imagined the Gen-E as the new cat on the block—turning heads wherever it prowls,” explained Alex Sattlecker, Creative Director. “Luckily, Ford loves cats as much as we do.”
The playful yet premium tone of the campaign reflects the broader shift in automotive branding—where emotional resonance and visual storytelling are key to winning over a new generation of EV drivers.
With the Puma Gen-E, Ford is clearly signaling that its future in electric mobility doesn’t have to be quiet or conservative. Instead, it can be agile, expressive, and full of feline flair.
