Dive Brief:
- In a new ad, Caterpillar machines play what the company calls "Stack: The largest board game ever played with Cat equipment" in a video pretty much guaranteed to hold the attention of anyone working in construction – and just about any kid.
- Cat loaders first stack 27 600-pound wooden blocks, three to a level, then begin to remove them strategically from each level so they can be placed on the still-rising top.
- The game goes on as the tower's upper levels balance more and more precariously and more blocks are stacked until.... Well, what happens when you play a table-top version of the game, which goes by several brand names?
Dive Insight:
Caterpillar's sales theme used in the ad is "Built for It," with a note that the slogan applies "no matter what 'it' is." The operators in the film use five Cat machines and have combined machine-operating experience of 121 years, the company notes.