Why Droga5 Is Taking This German Brand to the Super Bowl

For the first time in the brand’s 139-year history, Bosch announced at the Consumer Electronics Show (CES) that it will be making its Super Bowl debut in 2025. The ad has been created by agency Droga5 and is part of an investment push in North America, described as an “important growth market” for the company by CMO Boris Dolkhani.

“Launching our expanded campaign effort during one of the country’s biggest advertising moments is the perfect way to show people a side of Bosch that they haven't seen before,” he tells LBB.

“There isn’t a bigger or better stage to launch a new chapter for Bosch than the Super Bowl,” adds Scott Bell, CCO at Droga5 NY. “It says a lot about the confidence and ambition of our partners, and the belief we all have in the work. Bosch is ready to make a statement in the US and we couldn’t be more excited about the opportunity.”

While the brand isn’t yet revealing the full details of the spot – ahead of a teaser dropping soon – Boris shares that it will feature more than one of Bosch’s business units – an advertising first for the company. “We had a lot of fun creating the ad, and expect viewers will experience the same watching it.” 

He also confirms that the Big Game campaign will be an extension of Bosch’s 2024 ‘#LikeABosch’ platform. “Bosch has a legacy of delivering solutions that are ‘invented for life’ and the ad will shine a spotlight on our products, but we aren’t ready to share details quite yet!”