Bobcat Launches “More Than A Machine” Campaign In Collaboration With Roger

Leading equipment manufacturer Bobcat Company has launched a new 360 brand campaign. Created in partnership with branding and design agency Roger, the campaign heralds what Bobcat equipment signifies to its diverse and loyal customers and fans. The campaign, “More Than a Machine,” showcases Bobcat customers achieving their passions and entrepreneurial ventures in construction, landscaping and grounds maintenance, lawn and garden, and more, thanks to their Bobcat equipment and services. The campaign will span broadcast, digital, social, print, and paid media extensions throughout 2024 and beyond.

The campaign centerpiece is a :90 anthem providing an overarching showcase of the Bobcat brand and how it helps its community work hard and play hard to get the job done. Voiceovers were narrated by Hollywood favorite and Bobcat equipment enthusiast Josh Duhamel (Danny McCoy in NBC’s Las Vegas and William Lennox in the Transformers film series).

From removing a storm-downed tree so emergency responders can pass through to carving a BMX obstacle course for local youth to leveling up a construction business, the video cinematically conveys the many ways in which Bobcat is the “ignition to your ambition,” as the voiceover says.

“Those who own or operate Bobcat equipment are the trailblazers, the dreamers, and the game-changers. They have a vision to transform how the world works, how communities are supported, and how the job gets done, and Bobcat empowers them to accomplish more in their pursuits,” said Laura Ness Owens, Bobcat Vice President of Brand and Marketing. “This campaign celebrates their innovation and dedication to making a difference in the world.”

“Bobcat is a brand that sees its clientele as more than mere customers; it's a community,” added Terry Lee, Founder/Executive Creative Director of Roger. “We were inspired to discover how deeply they embrace the Bobcat lifestyle in every expression of their brand while putting a premium on featuring actual users and real-life stories alongside genuine depictions of Bobcat equipment in action.”

Honoring Bobcat’s dedication to authentic, engaging, and inspiring content and celebrating its diverse and loyal community, Roger cast and shot eight films over the course of 11 days in Atlanta, Georgia; Houston, Dallas, and Austin, Texas; Richmond, Virginia; Denver, Colorado; and Midway, Utah. Among those cast for the documentary-style segments of the campaign were Chaz Daughtry of Sweetwater Farms HTX, an urban farm promoting STEM and agriculture to youth; Carla Beltran, who uses Bobcat equipment to help realize her dream of building a homestead; and Nate Hanger and Steve Crandall, co-founders of RADshare, a non-profit organization empowering local youth through action-sports programs.

“It was important for us to capture the full scope of the Bobcat community, including the many environments, climates, and landscapes the Bobcat equipment fleet can handle,” explained Lee. “The locations themselves were pivotal to telling the Bobcat story, with each one bringing its own unique character and vibe.”

A series of first-tier spots, “The Will,” “The Thrill,” and “The Experience,” spotlights the different ways that Bobcat equipment opens up possibilities for its users, from the visceral joy of driving the machines to the inventive ways they can build and enrich lives.

In tandem, Roger captured a series of premium still images to be used for print, digital, and social campaign deliverables. Roger’s newly launched digital division, LoudnClear, spearheaded the effort, crafting original content for 10 social spots that featured more in-depth stories of the individuals and features of the Bobcat machines.

Roger enlisted Ethan Walter to score the campaign, weaving in sonic elements from past Bobcat campaigns. The original music blends the sounds of country rock and cinema, accompanied by sound design and Foley recordings of Bobcat machines hard at work.

“We wanted an original score that mixed big epic drums with folkish electric instruments to create a warm cinematic landscape that fits the brand,” explained Lee. “Another recipe was how we approached the editorial aspect — purposefully using match-cuts to connect motion and vignettes so everything flowed together.”

Roger capped off the engagement by providing Bobcat with a brand guide to extend the campaign and create fresh iterations of brand communication for the future.

“This bold and emotion-evoking campaign allowed us to showcase our full range of capabilities, including ideation, concept development, scriptwriting, design, live-action production, and beyond,” concluded Lee. “It was a privilege to collaborate with a brand that hangs its hat on something so much more than a machine, and that's the men and women who have shaped Bobcat as a way of life. We were elated to have their team’s full trust and support in telling that story.”

Client: Bobcat Company

Creative Agency: Roger
Executive Creative Director: Terry Lee
Managing Partner/EP: Josh Libitsky
Head of Production: Anne Pendola
Producer: Liza Tugangui
Writer: Tom Pace
Storyboard Artist: Kevin Jan
Editors: Josiah Taylor, Patrick Nagy, Hans Carrillo
Assistant Editor: Victor Deras

Production Company: Roger
Director: Terry Lee
DPs: Andrew Hajeck, Jonathan Walley, Ernesto Lomeli
Producer: Christian Kendrick
Production Designer: Victoria Resendez

Social Content Company: LoudnClear
Creative Director: Sam Gibney
Account Management: Angie Daily
Developer: Jeremy Tani

Color: Beachhouse

Music Composition: Ethan Walter

Audio Mix: Durand Trench

About Roger:
Roger is a Los Angeles-based creative studio specializing in branding, advertising, and content development for screens of all sizes. We partner with agencies, brands, and entertainment companies that are as passionate about creativity and innovation as we are. From strategy to execution, we bring their unique vision to life with a diverse team of makers and storytellers spanning branding, live-action, design, animation, and VFX. Our clients include Nickelodeon, Disney, Microsoft, Sony, Hulu, Adidas, Mattel, and Roblox. We’re Roger. Loud and clear.

About Bobcat Company: 
Since 1958, Bobcat Company has empowered people to accomplish more. As a leading global manufacturer, Bobcat has a proud legacy of innovation, delivering smart solutions to customers’ toughest challenges. Backed by the support of a global dealership network, Bobcat offers an extensive line of worksite solutions, including loaders, excavators, tractors, utility vehicles, telehandlers, mowers, turf renovation equipment, light compaction, portable power, industrial air, forklifts and industrial vehicles, attachments, implements, parts and services.

With its North American headquarters in West Fargo, North Dakota, Bobcat leads the industry with its innovative offerings designed to transform how the world works, builds cities and supports communities for a more sustainable future. The Bobcat brand is owned by Doosan Bobcat, Inc., a company within Doosan Group.