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Wed June 21, 2017 - National Edition
A Cat excavator is next in line to carry on the tradition of Cat equipment appearing on the big screen when it joins the team of hero robots in the highly-anticipated film "Transformers: The Last Knight," directed by Michael Bay.
Audiences will spot the Cat excavator among the vehicles hiding in an auto salvage yard along with Cade Yeager (Mark Wahlberg) and a group of the heroic Autobots.
Highly Aligned Tributes
Speaking on the excavator's movie appearance and shared attributes between Caterpillar and the Transformers films, Jessica Nunley, global marketing innovation manager of construction equipment at Caterpillar, said both brands are well aligned.
"The attributes associated with the Transformers movie franchise — strength, loyalty and protection — line up perfectly with the Caterpillar brand," she said. "The Autobots take on the role of partners who help the movie's hero rise to the challenge, and Caterpillar views our customer partnerships the same way. As we develop new products for the job site of the future, we're all about transformation. We want to help our customers change the construction industry for the better."
The Age of Smart Iron offered by Caterpillar transforms job sites by allowing entire fleets to speak the same language and introduces machine advancements faster and more frequently than ever before.
"Through the integration of Cat Connect technologies, such as link, grade, payload and detect, Caterpillar is changing the way the construction industry can increase productivity, achieve efficiency gains and protect the safety of workers on the job site," said Kurt Norris, global marketing manager, Global Construction & Infrastructure division. "We have entered the Age of Smart Iron and I can think of no better way to exemplify this paradigm shift than to join forces with the iconic Transformers movie franchise in the film 'Transformers: The Last Knight'."
Rise to the Challenge
Every day, Cat equipment rises to the challenge to help customers overcome their trials — tough conditions, impossible deadlines and the never-ending fight to grow margins. In conjunction with the movie release, Caterpillar has launched www.werisetothechallenge.com to release information related to Cat equipment and the movie.
At www.werisetothechallenge.com, customers can find Transformers: The Last Knight movie trailers as well as downloadable ring tones and wallpapers. Subscribers to the online newsletter will receive details about the movie and Cat equipment. Site visitors can enter a hat give-away beginning July 1 (while supplies last), and also enter a sweepstakes to win a Cat toolbox beginning on August 1.