In a cinematic tribute to Canadian grit and passion, Ford Canada and Wieden+Kennedy have launched a new campaign featuring hockey legend Carey Price, celebrating both the rugged beauty of the country and the timeless connection between Canadians and their trucks.
Set against the breathtaking backdrop of a frozen lake in the Rocky Mountains, the campaign, titled Driver Story, captures how the Ford F-150 fuels Price’s love for adventure and his bond with the Canadian wilderness.
For over 121 years, Ford Motor Company has helped Canadians get outside and pursue their passions. With the launch of its new Ready Set Ford global brand platform, the company doubles down on its mission to design vehicles that empower human potential. In Canada, that spirit comes to life through the story of Carey Price — not just a legendary goaltender, but also a lifelong outdoorsman whose connection to Ford runs deep.
“Carey’s story is a perfect reflection of what Ford represents,” said Darren Halabisky, director of marketing communications at Ford Canada. “He embodies the freedom, capability, and ruggedness that our trucks stand for. Watching him use his Ford to get off-grid, reconnect with nature, and live life on his own terms shows why the F-Series has been Canada’s best-selling truck for 59 years.”
The campaign was shot by Canadian directing duo Nicholas Taylor and Paul Reid, known for their work in extreme sports cinematography. Filmed across Kananaskis and Canmore, Alberta, the team created 60-, 30-, and 15-second cuts showcasing Price’s real-life adventures, complemented by digital and outdoor creative assets.
For Carey Price, this campaign is deeply personal. Growing up, he made seven-hour round trips to hockey practice with his father in a Ford Ranger — a ritual that sparked his lifelong admiration for the brand. His first new vehicle was a Ford F-150 Harley-Davidson Edition, and today, he still relies on his Super Duty Tremor for his outdoor pursuits.
The 60-second hero film focuses on Price’s voice and experiences, contrasting the calm solitude of nature with the intensity of his professional life. The shorter 30-second cut, set to a modern cover of Tony Bennett’s I Love the Winter Weather, highlights how the F-150 supports his love for fishing, hunting, and camping — powerful reminders of what the truck represents: freedom, capability, and connection.
“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,” said Alekzia Hosein, copywriter at Wieden+Kennedy. “Our director duo and photographer, Jussi Grznar, helped us frame this campaign through a distinctly Canadian lens — one that celebrates both resilience and joy.”
The Driver Story campaign captures more than just a product — it’s a celebration of Canada’s adventurous spirit and the enduring legacy of Ford trucks that have powered it for generations.
