Next, international disputes will be settled with spirited games of Risk.

Jenga is all about balance, delicacy, and finesse. These are words you normally wouldn’t associate with heavy earthmovers like the ones that Cat builds. However, this video demonstrates the fine-tuned capabilities these machines have, all under the tagline “Built For It”. This is a very clever idea for video advertisement. Everyone knows what Jenga is, and the moment you see that they’re going big with 600-lb. blocks you almost need to watch it, even if you aren’t in the market for an Excavator.

In essence, this isn’t only a decent advertisement but rather a very strong move to rebrand the concept of heavy construction equipment in the public mind. Not only can they push a lot of dirt around, they can finagle heavy blocks to balance on each other.

For more fun check out the “Making Of” video below.

What Sparks Our Fire: Creative rebranding of something we see on a pretty regular basis.

Did this video change your perception of Cat equipment?