Bosch, a global leader in engineering and technology, has launched a new marketing campaign, “The more you Bosch, the more you feel like a Bosch,” in partnership with creative agency Droga5. The campaign, which debuted with the company’s first-ever Big Game ad featuring Antonio Banderas, aims to position the brand as not just a provider of high-quality products, but also an emotion-driven experience. The campaign features a series of humorous films that take everyday moments and transform them into extreme scenarios, where users of Bosch products become superheroes, rockstars, and athletes.
The campaign’s creative approach is designed to stand out in a category where brands often rely on straightforward demonstrations of their products’ features. Bosch’s goal is to build awareness and establish a distinct identity in the US market, unifying Bosch Power Tools and BSH (the home appliances division of the Bosch Group) under one platform. The company has a reputation for precision engineering, and this campaign aims to make that expertise feel engaging and memorable to consumers.
The Super Bowl ad marked the beginning of the campaign, which will roll out across TV, digital, and social media throughout the year. Each film is designed to make Bosch’s engineering excellence feel satisfying and exciting, using humor, pop culture references, and unexpected transformations. The goal is not just to introduce the brand to a wider audience, but to make people genuinely excited about using Bosch products. The campaign is the result of a 360-degree rollout, spanning linear TV, digital, social media, streaming audio, and in-store activations.