Ford’s 'Driver Story' Hits the Ice with Carey Price

For the past 121 years, Ford Motor Company has empowered millions of Canadians to get outside and pursue their passions. F-Series customers know that their vehicles have the capability to help them explore the beauty of nature far off the beaten path, which is one reason why it has been the best-selling line of pickup trucks in Canada for the past 59 years.

With the launch of its new Ready Set Ford global brand platform, Ford has doubed down on building passion vehicles designed to unlock human potential. In Canada, that commitment comes to life through a new campaign, Driver Story. Teaming up with Wieden+Kennedy, Ford Canada tapped someone who embodies this spirit—hockey legend, Ford truck owner, and outdoorsman Carey Price. To show how and why the F-150 makes his adventures possible, Ford travelled with Carey to a remote lake nestled in the Rocky Mountains, so that he could enjoy one of his favorite pastimes: ice fishing. The hockey net defined his legacy, but the outdoors is where Carey Price and F-150 thrive.

“For years, Ford has helped Canadians pursue their passions and get outdoors, and Carey’s story is a perfect example. He embodies the same sense of freedom and ruggedness that our trucks provide, and he’s someone who has a genuine, long-standing connection to the Ford brand. Watching him use his Ford truck to get off-grid and get back to nature, whether he’s ice fishing or heading out on a new adventure, shows why the F-series has been Canada’s best-selling truck for 59 years. It’s a reflection of his enduring passion and our enduring legacy,” said Darren Halabisky, director of marketing communications, Ford Canada

Ford worked with Canadian director duo, Nicholas Taylor and Paul Reid, who come from the world of extreme sports cinematography. The duo filmed primarily along the winding mountain roads that surround Kananaskis and Canmore, in Alberta, and produced a hero 60s, 30s, 15s cutdowns alongside digital OOH.

For Carey Price, the connection to Ford is personal. Growing up, he would travel seven hours round-trip to hockey practice with his father in a Ford Ranger, which made him a lifelong fan. His first new vehicle was a Ford F-150 Harley Davidson Edition, and he still uses his current Ford truck, an F-Series Super Duty Tremor, daily. Every touchpoint in this work highlights his long connection with the brand, along with his real trust in Ford trucks in the outdoors.

The 60-second film is based entirely on Carey’s connection to Ford. He tells his story with the brand in his own words, talking about everything from his relationship with the Canadian wilderness–and how it contrasts with his time in the spotlight as a pro athlete, to the trust he developed in Ford trucks growing up.

The 30-second film was inspired by one of the many ways Carey uses his Ford. An avid fisher, hunter, and camper, most of his hobbies require hauling, towing, and getting off-grid. This fast-paced cut follows him as he ventures out into the wild for a day of ice fishing, using many of the features of his F-150, set to a custom cover of Tony Bennet’s classic ode to the cold, 'I Love The Winter Weather'.

“These films tell an authentic story about a Canadian icon using a badass truck to do what he loves in one of the most breathtaking places in the country. Our director duo (Taylor Reid - Nicholas Taylor and Paul Reid) and photographer (Jussi Grznar) helped add a uniquely Canadian lens to this work, and we couldn’t be more psyched about it,” remarked Alekzia Hosein, copywriter, Wieden+Kennedy