| Title | Cliff |
| Agency | GTB |
| Campaign | Cliff |
| Advertiser | Ford Motor Company |
| Brand | Ford Trucks |
| Date of First Broadcast/Publication | 2018 / 3 |
| Business Sector | Other Vehicles |
| Philosophy | A new TVC for Ford Trucks in Brazil seeks to sympathize with tough economic times for hauliers and freight drivers, by following the increasingly hard day of a Brazilian truck driver. The spot, which shows the protagonist, Daniel, as he goes about his working day. Daniel watches the worsening Brazilian economy with caution, worrying about the plummeting price of freight and the rising cost of fuel, while the spectre of hijacking haunts his work routes. The spot pivots to a metaphorical scene, showing Daniel hauling a rope up a cliff amid a violent storm - with his family, friends and dependents on the other end. GTB Brazil's spot allows Ford Trucks to address these issues with the bluntness they deserve, while also giving hope not only to its primary audience of truck drivers, but also to all Brazilians. |
| Media Type | Television |
| Length | |
| Executive Creative Director | Vico Benevides |
| Creative Director | Rodrigo Strozenberg |
| Creative Director | Daniel Leitão |
| Copywriter | Alexandre Giampaoli |
| Art Director | Leandro Bechara |