‘We wanted to instill leadership and the power of the brand,’ says Helen Jackson, truck communications manager at Oakville, Ont.-based Ford of Canada. ‘[Also], it’s got a very attractive front end that we wanted to highlight.’

The branding iron is also a nod to the province’s farming roots. ‘Alberta is the heart of truck country,’ says Jackson. ‘This is a very high-impact market.’

In a very happy coincidence, the billboard is located on the city’s Wayne Gretzky Drive, complementing Ford’s support of the Edmonton Oilers. The billboard will be up until December. Ford worked with Young & Rubicam Toronto and Mediaedge:cia, also of Toronto, on the effort.