German engineering and technology company Bosch will air its first Super Bowl commercial, the company announced Monday at a CES press event. The 139-year-old company developed the spot with Droga5, which it appointed its U.S. creative agency of record in July.

Bosch declined to share specific details about the spot, other than it will “shine a spotlight on products,” Chief Marketing Officer Boris Dolkhani told Ad Age. The 30-second ad will air during the fourth quarter. Bosch will also run digital activations across its channels, along with a 15-second version of the ad.

The roughly $7 million investment comes as Bosch puts more emphasis on AI. The technology was the focus of its CES presentation, which included an announcement that it has registered more than 1,500 AI patents in the last five years, according to a press release.

CES officially kicks off tomorrow.

“2025 is a big year for Bosch and, as the company continues to focus on the U.S. market, we are launching a new, bold campaign that kicks off with an ad debuting during the Big Game,” Dolkhani told Ad Age. 

Bosch has focused on developing intelligent software and services for its products, incorporating AI into each one, including automotive technology, e-bikes, intelligent cribs for babies and smart sensors.

Droga5 won the account following a seven-month review focused on consumer goods. At the time, Bosch said it would work with the Accenture Song creative shop to reshape and expand its presence in the U.S. within its home appliances and power tools divisions. In addition to the Super Bowl ad, Droga5 will lead the company’s marketing through TV, digital platforms, social media and trade shows. Bosch hired Dentsu’s Carat to handle U.S. media in July as well. 

“There isn’t a bigger or better stage to launch a new chapter for Bosch than the Super Bowl,” said Scott Bell, chief creative officer at Droga5 New York. “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 U.S. and we couldn’t be more excited about the opportunity.”

The account moves coincided with Bosch’s acquisition of Johnson Controls’ residential and commercial heating, ventilation and air conditioning business for approximately $8 billion. A month earlier, Bosch announced that Paul Thomas would take on the role of president of Bosch North America, alongside his current position as president of Bosch Mobility in the Americas, following Mike Mansuetti’s retirement in October.

This story has been updated to include additional information about the ad.