Caterpillar excavator appears in latest Transformers movie
A Caterpilllar excavator joins the cast of robots in Transformers: The Last Knight, the fifth instalment of the live action Transformers movies directed by Michael Bay
A Caterpilllar excavator is continuing the trend of branded heavy equipment appearing on the big screen as it joins the cast of robots in Transformers: The Last Knight, the fifth instalment of the live action Transformers movies directed by Michael Bay.
Attentive audiences will spot the Cat excavator in one scene featuring a vehicle salvage yard, with the Caterpillar machines appearing for a brief moment before a transformer before the foot of Grimlock, the Tyrannosaurus Rex-shaped leader of Dinobot, fills the foreground.
Jessica Nunley, global marketing innovation manager for construction equipment at Caterpillar, commented: “The attributes associated with the Transformers movie franchise – strength, loyalty and protection – line up perfectly with the Caterpillar brand.
“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 jobsite of the future, we’re all about transformation and changing the industry for the better.”
The strategic plug of its future-oriented mindset comes a year after Doug Oberhelman, Chairman and CEO of Caterpillar announced at Bauma 2016 that the industry had entered the Age of Smart Iron.
This concept entails the technological progression of the modern jobsite to a state where the entire fleets speaks the same digital language and where smart machinery intelligently adapts to its work.
Kurt Norris, marketing manager for Caterpillar’s construction and infrastructure division, continued: “Through the integration of Cat Connect technologies, Caterpillar is changing the way the industry can increase productivity, achieve efficiency gains and protect the safety of workers on the jobsite.”
“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 Transformers movie franchise in Transformers: The Last Knight.
In Transformers: The Last Knight, humans are at war with the Transformers, Optimus Prime is gone, and the key to saving the future lies buried in the secret, forgotten history of Transformers on Earth.
In May 2017, Ridley Scott’s Alien: Covenent prominently featured a fleet of more than 20 JCB machines in the largest product placement in the UK manufacturer’s long history of earnest self-promotion.