Jenga is a timeless game of removing one block at a time from a tower of wooden blocks, and attempting to balance that block on top of the increasingly unstable structure. It tests the player's stamina, hand-eye coordination and decision making skills.
The machines create an outrageously huge Jenga game with CAT equipment, attachments and five operators. The film opens with the machines and a small stack of nine wooden rows which grows to 27 rows as machines put each block with high precision. The gigantic tower eventually crumbles while weighing a staggering 8 tons in the end with a message 'Designed to get it done. No matter, what 'It' is.'
As per reports, each block was sprinkled with wax to allow them to slide more easily.
The campaign posted on YouTube has so far fetched 1.7 million views as on Friday last week.
Caterpillar, as a brand, is attempting to loosen up and market its products through fresh ideas. This looks like an attempt in that direction. It is touted as the world's leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives. The company has also been featured in the Fortune 500 list in 2009.
(Viral Now is a section about videos that are catching people's fancy on social media).