Caterpillar mixes up product demo with fun in a new "Built for It" trial, part of an ongoing campaign via Ogilvy that shows off how strong Cat machines are. The newest film is "Stack," where five machines, including Telehandlers and Excavators, play Jenga with stacks of wooden blocks, each of which weigh 600 pounds. The object of the game is to move and reposition stakcs of 27 one at a time, without toppling over. See a making of here.
The effort is another great example of great B-to-B creativity, reminicent of the Volvo's "Live Test Series" that show off the precision, stability and capabilities of Volvo Trucks in interesting ways, like showing Van Damme doing the splits on two backwards-moving vehicles, letting a hamster steer a truck, or dangling the vehicle (and the company president) via its hook above Gothenburg Harbor.