‘The real deal’: Ford pares back the advertising cliches for its new Puma

Ford has removed all the smoke and mirrors traditionally used in car ads, in an effort to show its new Puma speaks for itself.

The campaign, from Clemenger BBDO Melbourne, shows all the layers of production gradually peeled away, from the scenic landscapes revealed to be green screens to the stylish couple wandering off set.

In 2018, the BBDO network was appointed to Ford’s global creative account, ending a 75 year relationship with WPP. Clemenger BBDO Melbourne has produced local work for Ford, despite also holding the Australian creative account for BMW.

The campaign will be extended to launch the new Escape model at the end of October. It is running across TV, social, digital, OOH and retail.

Ford Australia director of marketing, Daniella Winter, the creative idea keeps the focus on the features of the new model.

“These SUVs have been designed to fit seamlessly around your life. They’re fun to drive, offer intuitive technology and look great to boot,” she said.

“We’re incredibly proud of the performance capability and smart styling of both cars – not to mention the Escape’s plug-in hybrid (PHEV) option that will make going electric a breeze, and is Ford’s first electrified vehicle in Australia. We’re confident that the Puma and Escape are two exciting options for any SUV buyer.”


Client: Ford Australia
Agency: BBDO Australia
Production Company: Scoundrel
Director: Tim Bullock
Post Production: AltFX
Sound: Rumble Studios

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