Caterpillar Inc. is undertaking a new ad campaign that represents a shift for the Peoria, Ill.-based equipment manufacturing giant. A new video on YouTube, titled "Built for It Trials: Stack," has been viewed over 1.5 million times in only two weeks.
The company used its Demonstration & Learning Center in Edwards, Ill., to stage perhaps the largest version of the game Jenga ever attempted. Five Cat machines pushed, pulled and stacked 600-lb wooden blocks in the video, a game that took two weeks to play according to Caterpillar. (The trademarked name Jenga was added to the video title after the licenser of the trademark complained, according to AdAge.)