The more you Bosch, the more you feel like a Bosch

Bosch, 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 U.S. ‘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 U.S., 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 U.S. 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."