After all, in reality, these mighty beasts do little more than,
like that dumb jock in the Planet Fitness commercial, "lift things
up and put them down."
But not in this spot, which is set at someplace called the
Caterpillar Testing Facility EDLC127 in Edwards, Ill. Viewers are
treated to the ad's stars -- the Cat 320E, Cat TH514C, Cat 277D,
Cat M316D and Cat 349E -- spinning and playing Jenga, backed by the
epic "In the Hall of the Mountain King" as the soundtrack.
Now, some might argue that "cool" is irrelevant to b-to-b
advertising for construction equipment. Those people are wrong. The
video was posted to YouTube on April 7 and had 1.5 million views
and 965 comments by the middle of last week. Sprint's "Meet the
Frobinsons," a b-to-c effort backed by a national TV push, was
posted March 23 and had 1.1 million views and 71 comments.
That means a large swath of people -- from children to
shareholders to local-news anchors to potential consumers -- have
seen it. Many of them may have gotten the warm-fuzzies. It's always
good when shareholders and potential consumers get the
warm-fuzzies. Just as it's always good when the child of a
potential consumer comes running into the room screaming, "Holy
crap! You gotta see this cool video. You use Caterpillar down at
the job site, right?!"
Secondly, once you get past all those annoying feelings like joy
and awe generated by the spot, you can see that it does manage to
get across product attributes. This Caterpillar equipment, for as
big and bulky as it looks, can be pretty damn precise and, in the
right hands, do amazing things.
And so can good advertising.