Behind Bosch’s Super Bowl Debut with Antonio Banderas and Macho Man

For the first time in its 139-year history, German tech and engineering firm Bosch made its Big Game debut at Super Bowl LIX. Created by agency Droga5 and directed by Biscuit’s Andreas Nilsson, the ad starred the unlikely duo of actor Antonio Banderas and a tribute to the iconic ‘Macho Man’ Randy Savage.

In the spot that aired during the game’s fourth quarter, the pair transform into the best versions of themselves, demonstrating physical manifestations of ‘Bosches’ - the moments of confidence and power felt when using Bosch tools and appliances.

“The brand has used its #LikeaBosch mantra for years now and ‘The More You Bosch, The More You Feel Like A Bosch’ is the next evolution of the campaign,” says Boris Dolkhani, Bosch CMO.

Director Andreas Nilsson was the man behind the camera for the very first ‘#LikeABosch’ campaign that launched in 2019, and Droga5 has synced up naturally with the team, proposing this new creative narrative that builds upon the existing ‘#LikeABosch’ platform. 

‘The More You Bosch, The More You Feel Like A Bosch.’ has kicked off a multi-year campaign developed by the agency which will reintroduce the brand more prominently in the US, and unite its home appliances and power tools under a singular master brand. “And, Antonio Banderas and ‘Macho Man’ were the perfect duo to bring the concept to life,” says Boris. 

“With Antonio, he is the embodiment of all things confident, sophisticated and suave, just like Bosch’s expertly engineered appliances. He gets what it is ‘to be a Bosch’. The legacy of Macho Man exudes power and his big, bold personality represents the benefit of Bosch Power Tools in the best and most breakthrough way possible.”

The CMO explains that they took this approach because of the fragmented perception of Bosch – with many Stateside consumers either knowing the brand through its dishwashers and other white goods, or through its tools and technology in the automotive industry and other manufacturing.

As the Super Bowl is one of the most watched events in the US, Bosch saw this as the “perfect opportunity” to get people viewing the company in a new way, strengthening its awareness and connection with consumers for the year ahead, while introducing more people to the ‘#LikeABosch’ mentality.

“We are pursuing a long-term strategy in the US and have ambitious growth targets across all business sectors in the region,” says Boris. “And, to help meet our goals, we are generating awareness of our full product offerings with this campaign, starting with home appliances and power tools.

"Simply put, we want the people who know and love us for our dishwashers to also know that we make an entire suite of top-rated appliances as well as premium power tools and vice versa. We’re also hoping that this comedic Big Game debut will leave a lasting impression on the direction the Bosch brands hopes to grow in.”