When we were first introduced to the new global brand strategy – Ready Set Ford – I became very excited. There appeared to be great potential to deliver a uniquely Canadian campaign featuring a Canadian icon who has also been a real Ford driver his entire life.

Fast forward to today, and we’ve launched the first campaign in Canada as part of Ready Set Ford, featuring Carey Price – hockey superstar, epic adventurer, Ford driver, and present Super Duty Tremor owner.

Carey Price - Household Name and Real Ford Driver

Price is a recognizable name across the country, having led Team Canada to gold medals as a junior and as a professional on the international stage. He’s been a Stanley Cup finalist and won countless awards during his time in the National Hockey League, including becoming the first goaltender ever to win four major trophies in the same season in 2015.

Throughout his career, he’s been known as cool, collected, and consistent – a dependable rock on the back end of the rink. In fact, a journalist from Quebec once wrote that Price’s vehicle alter ego was a Super Duty, stating that “…either one can put an entire team on its back…and rule the lane or the net like few others can.”

But it wasn’t professional accolades, automotive alter egos, or what he’s driving today that drew us to make Price the focal point of our newest Canadian campaign – it was his authentic, lifelong connection with the Ford brand and love of the outdoors that made this a perfect match.

Back in his early days, before he was a household name, Price would make seven hour round trips for hockey practice and games with his father Jerry in their trusted Ford Ranger. This was cherished seat time with his dad and helped build an affinity with Ford trucks – a family tradition that had been passed down from Carey’s grandfather.

When his NHL dream came true, his first new vehicle was an F-150 Harley Davidson Edition, and he’s owned many F-Series trucks since. He even had a signature limited-run F-150 Carey Price Edition, sold in 2016 through the Olivier Ford dealership in Montreal.

Embracing the Calm and Quiet of the Outdoors

Beyond the rink, Carey Price is an avid outdoorsman, with passions for camping, fishing and hunting. He believes Ford F-Series trucks are the right tool for the job – as do many other Canadians who have made F-Series the top-selling truck in Canada for 59 years-in-a-row.

Many times, Price takes his Super Duty Tremor on adventures well off the beaten path. Being one with nature in any season, embracing the quiet and calm one can only achieve by treading further than most are willing to go, and passing these traditions on to his young family are just some of the reasons we chose to partner with Price.

While his professional hockey career may be coming to a close, we wanted to show Canadians and the world that Carey still lives on the ice. The campaign features Price gearing up an F-150 Tremor, towing to a remote location, and enjoying one of his favourite pastimes – ice fishing on a frozen lake.

This is a real Ford customer, using our capable, durable and tough trucks in a way that is truly authentic to how they live their life. Its about being customer first by leading with a real Ford driver and presenting his story to a wider audience who see themselves adventuring and exploring what this land has to offer.

I’d like to think that younger Canadians will see this campaign, relish in the story, and get out on their own adventures, with their Ford truck as the trusted partner. And who knows – maybe Price’s experience will inspire the next superstar, as they sit in the passenger seat of their family F-150 on a long drive to practice, cherishing those moments with their parents.

Because when it comes to deep connection to a brand, authentic moments matter, and that’s what we’re trying to deliver with Ready Set Ford here in Canada.

Nalini Dutta is a marketing communications manager at Ford Motor Company of Canada.