Bosch home appliances and power tools help boost Antonio Banderas and a guy channeling his inner wrestling legend “Macho Man” Randy Savage in the company’s first-ever Super Bowl spot.
Special Report: Super Bowl
Watch Bosch’s Super Bowl ad with Antonio Banderas and a ‘Macho Man’ Randy Savage wannabe
The unlikely duo rave about how confident they feel when using Bosch products
Bosch’s first Super Bowl ad uses humor to promote its home appliances and power tools.
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In the 30-second spot, created by agency of record Droga5, the unlikely duo play “Bosches,” or physical manifestations of the confidence, strength and power one feels when using Bosch products. The pair enthusiastically and aggressively express that when they use Bosch appliances and power tools they feel “like a Bosch.” (The Macho Man look-alike also says they make him feel more “macho.”)
“The More You Bosch The More You Feel Like a Bosch” was directed by Andreas Nilsson and will run during the fourth quarter of the game.
The idea is that everyday people can transform by using Bosch products—Banderas and “Macho Man” are the embodiment of those more powerful versions. Bosch and Droga5 obtained the rights to use Savage’s persona and recreated his image using a paid actor. (Savage died in 2011).
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An extended, 60-second version will run online on YouTube and the brand’s social media pages.
Bosch announced its decision to advertise in Super Bowl LIX at CES in January, noting that it comes as the company “continues to focus on the U.S. market.”
While Bosch has focused a great deal on AI and developing intelligent software and services for its products, the Super Bowl is part of a renewed push to promote its home appliances and power tools. The ad brings the two business areas within the Bosch portfolio together for the first time in its U.S. advertising. It also marks the beginning of a multiyear campaign, “The More You Bosch, The More You Feel Like A Bosch,” which will feature seven product ads and additional talent.
In addition to the ad, Bosch has partnered with retail partners including Lowe’s, which will offer dedicated “Bosch Days” promotions for power tools and home appliances.
Bosch is planning multiple product launches in the power tools and home appliances categories tailored to the U.S., according to the company, which the multiyear campaign will support.
