Bosch Pushes Everyday Moments to the Extreme in Epic Campaign

Bosch, a global leader in engineering and technology, has launched 'The more you Bosch, the more you feel like a Bosch,' a multi-year campaign developed in partnership with creative agency Droga5. The seven-film series debuted earlier this month with Bosch’s first-ever Big Game ad starring Antonio Banderas, which introduced a fresh, more expressive brand identity - one that highlights not just what Bosch products do, but also how they make you feel.

At the heart of the campaign is a creative approach that takes everyday moments and pushes them to the extreme. A woman unloading her Bosch dishwasher doesn’t just admire its CrystalDry technology - she transforms into a superhero, exacting vengeance against moisture. A contractor, thrilled with his Bosch 18V 2-in-1 Impact Driver, channels his inner Macho Man Randy Savage to elbow drop a table. Construction workers embody the scoobidi-ski-bop-smooth precision of their 18V Glide Miter Saws, and channel their inner He-Man thanks to the power of their Bulldog Rotary Hammers. A dad transforms into a glam rocker thanks to his Bosch fridge, a mom into an Olympic level sprinter thanks to her Bosch induction cooktop and a coffee drinker into black belt master of barista-quality beverages thanks to her Bosch 800 Series espresso machine.

"Bosch wanted to stand out in a category where brands often rely on straightforward demos," said Scott Bell, chief creative officer, Droga5 NY. "The Bosch team came to us looking for a creative approach that would not only build awareness but also give Bosch a distinct, ownable identity in the US. ‘The more you Bosch, the more you feel like a Bosch’ does exactly that - it transforms product moments into funny, entertaining storytelling."

With over a century of engineering excellence, Bosch is recognised for its precision, innovation, and reliability. As an extension of the long-running #LikeABosch platform, this new campaign marks a larger strategic investment in expanding Bosch’s presence in the US, uniting Bosch Power Tools and BSH (the home appliances division of the Bosch Group) under one cohesive platform for the first time.

"Bosch has built its reputation on precision engineering, and this work ensures consumers in the US experience that in an engaging, memorable way," said Boris Dolkhani, chief marketing officer, Bosch. "'The more you Bosch, the more you feel like a Bosch' is the next step in our brand’s evolution - showcasing not just quality, but also the confidence and satisfaction our products bring to everyday life."

The Super Bowl spot introduced Bosch’s new creative direction to a massive audience, but it was just the beginning. Throughout the year, the campaign will continue rolling out across TV, digital, and social media, with each film designed to make Bosch’s engineering excellence feel not just reliable, but deeply satisfying - whether through humour, pop culture references, or unexpected transformations.

"Our goal wasn’t just to introduce Bosch to a bigger audience, but to also make people genuinely excited about the brand," said Sean Buckhorn and Gonzalo Navarro, creative directors at Droga5. "Each transformation is unique, playing with different genres to create work that feels unmistakably Bosch."

Following Bosch’s appointment of Droga5 as its US Agency of Record in 2024, this project represents the first major collaboration between the two companies. The 360-degree rollout spans linear TV, digital, social media, streaming audio, and in-store activations.