Ford: Drivers Story Carey Price

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.