Press release

FEB 06, 2025

Bosch Demonstrates “The More You Bosch, The More You Feel Like A Bosch” with First-Ever Big Game Ad

The new ad brings together the unlikely duo of Antonio Banderas and a tribute to wrestling legend “Macho Man” Randy Savage

• Physical manifestations of “Bosches” show the confidence, strength and power felt when using Bosch products.
• Big Game spot is beginning of a multi-year campaign in United States.
• Developed together with creative ad agency Droga5, the multi-year campaign brings together Bosch Home Appliances and Bosch Power Tools in advertising for the first time in the U.S.
• Bosch has partnered with trusted retail partners who are offering great promotional offers.
• Bosch has partnered with Lowe’s, the Official Home Improvement partner of the NFL, for dedicated “Bosch Days” with special offers for power tools and home appliance shoppers.

Detroit – For the first time in its 139-year history, Bosch is making its debut on marketing’s biggest stage with an ad in the Big Game. Starring the unlikely duo of Antonio Banderas and a tribute to the iconic “Macho Man” Randy Savage, the ad demonstrates “The More You Bosch, The More You Feel Like A Bosch.”

In the ad, Banderas and the Macho Man character play “Bosches,” or physical manifestations of the confidence, strength and power you feel with Bosch products. The spot opens with Banderas dressed in silk pajamas standing in the kitchen near his Bosch appliances and a professional contractor working with Bosch power tools, who then turn into the best versions of themselves:

• When Banderas has the power of VitaFresh® Technology in his Bosch refrigerator, keeping his carrots fresh, he can’t help but turn into his uber suave alter-ego, Antonio Bosch-deras.
• Equipped with his Bosch 18V 2-in-1 Impact Driver, a friendly, professional contractor transforms into a familiar character, Macho Man.
• When the duo comes together, they break into a dance party, which leads to Macho Man elbow-dropping onto a table like the ultimate Bosch.

“I’ve long admired Bosch as a brand synonymous with quality and have embraced my inner ‘Bosch’ my entire career,” said Antonio Banderas. “Teaming with the brand for its first-ever Big Game ad and my own, not to mention opposite Macho Man, was a no-brainer.”

The ad brings together two business areas within the expansive Bosch portfolio - Home Appliances and Power Tools - for the first time in U.S. advertising to showcase how the company aims to create technology that helps improve the quality of life. The spot marks the beginning of a multi-year campaign, “The More You Bosch, The More You Feel Like A Bosch,” and will feature seven product ads and a full lineup of ‘Bosches’. An extended version of the Big Game ad can be viewed here.

“From vehicle and mobility technology to kitchen appliances, sensors in phones to power tools and accessories, the Bosch range of products is extensive, and the impact we have on people’s lives every day is tremendous,” said Boris Dolkhani, Bosch CMO. “The Big Game entrance from Bosch is a pinnacle moment to reintroduce the brand to U.S. consumers and the first of many ways Bosch will show up in a bold way in 2025. We're just getting started.”

Bosch is focused on growth in North America – particularly the United States – as part of its global portfolio. In its Consumer Goods business sector, Bosch is planning multiple new product launches in the power tools and home appliances categories tailored to the U.S. market, which will be supported by the multi-year campaign.

“The campaign is focused on supporting sales growth in the United States and will contribute to our company’s overall future global success,” said Paul Thomas, president of Bosch in North America.

The Bosch :30 ad will air during the 4th quarter of the Big Game and is available to view here:

• Watch the :30 version of the Big Game ad here.
• Watch the extended :60 version of the Big Game ad here.

Watch the Pickle Jar teaser here and the Dance Teaser here.

**

Big Game, Big Retail Activations

To celebrate the Big Game, Lowe’s, the Official Home Improvement partner of the NFL, will be launching a rare and exclusive 10% discount on all premium Bosch home appliance products* in-store and online, kicking off on Feb. 27 and running until March 12. Basic installation included on select Bosch dishwashers.* ** For more information on Bosch cooking, dish, cooling, laundry, coffee and more home product lines offered at Lowe’s, visit http://www.lowes.com/bosch. To find additional retailers for Bosch home appliances, visit the Bosch home appliances store locator.

Interested workers can visit the Boschtools.com store locator to learn the many ways they can purchase Bosch tools, accessories and measuring tools from retail partners.

Agency Credits:

• Creative ad agency Droga5 developed the overall creative for the teaser, final ad and upcoming multi-year campaign.
• Phaedon led public relations efforts.
• Carat led the Big Game media buy and developed the paid strategy.

The full campaign can be viewed at: www.likeabosch.com

Press photos are available on the Bosch Media Service at us.bosch-press.com.

Media contacts:

Tim Wieland – Overall Bosch brand campaign, Bosch in the United States

Tim.Wieland@us.bosch.com

Kasia Kedzierska – Bosch Power Tools in the United States

Kasia.Kedzierska@us.bosch.com

Andrew de Lara – Bosch Home Appliances in the United States

Andrew.deLara@bshg.com