Bosch, a leading power tool and home appliance company, has launched a new multi-year marketing campaign called “The more you Bosch, the more you feel like a Bosch.” The campaign, produced by creative agency Droga5, aims to build awareness and create a distinct, ownable identity for the brand in the US market.
The campaign kicked off with a Super Bowl ad starring Antonio Banderas, and will span linear TV, digital, social media, streaming audio, and in-store activations. The series of seven films features ordinary people experiencing extraordinary transformations, thanks to Bosch’s innovative products.
The ads are designed to stand out in a category where brands often rely on straightforward demonstrations of product features. Instead, the campaign takes everyday moments and amplifies them, often using humor and drama. For example, a woman using a Bosch dishwasher becomes a superhero, and a dad transforms into a glam rocker thanks to his Bosch fridge.
The creative team at Droga5 aimed to make people excited about the brand and create work that is unmistakably Bosch. The goal is to showcase the brand’s unique products and services, while also building a sense of excitement and affiliation with the brand.
As a global supplier of technology and services, Bosch generated sales of 90.5 billion euros in 2024, although these figures are preliminary and subject to change. The campaign is the result of a four-year partnership between Bosch and Droga5, which was named the company’s US agency of record in 2024.