Caterpillar has followed up its giant Jenga game video with a new "Built For It" ad that shows a Cat-branded cellphone being dropped, sunk in water and run over by a 4-ton machine, all without breaking. The YouTube video from Ogilvy isn't meant to push the branded phones but instead to establish the Caterpillar brand as both strong and current, said Cat's creative director for global brand marketing, Archie Lyons. "Our goal here is to take our brand and make it more hip, relevant and approachable," Lyons said.

Related Summaries