Ford has launched a social-first marketing campaign for its all-electric Puma Gen-E.

The campaign ‘Big Cat Energy’ developed by social media agency Born Social and supported by creative agencies Wieden+Kennedy and WPP, follows a Ford Capri advert from earlier this year.

The campaign features a 60-second film, directed by Rob Davies of Craft Films, that blends studio footage and on-location scenes. The ad features a black domestic cat stalking the studio as it catches a glimpse of the Puma Gen-E.

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Ford 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.”

The campaign stars European influencers including Wretch 32, Topjaw, Dany Dann, and Marta Sierra. It will run across Europe and also feature in content on the creators’ pages.

Before the ad’s release, Ford shared teasers to its European social media pages featuring images of a black cat. The campaign’s influencers also shared related content which the brand said was reflective of the “car’s bold personality”.

Born Social executive creative director Paddy Smith said: “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.”