Bosch, in partnership with advertising and creative agency Droga5 New York, is making history with its first-ever Super Bowl commercial.
Featuring Antonio Banderas and a tribute to wrestling icon “Macho Man” Randy Savage, the ad embodies the confidence and power users feel with Bosch products.
The campaign, “The More You Bosch, The More You Feel Like A Bosch,” brings together Bosch Home Appliances and Bosch Power Tools in U.S. advertising for the first time.
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The commercial is just the beginning of Bosch’s multi-year campaign in the U.S., featuring seven product-focused ads and an expanded lineup of “Bosches.”
Bosch CMO Boris Dolkhani sees the Big Game debut as a milestone in reintroducing the brand to American consumers.
Meanwhile, in an exclusive statement to DesignRush, Droga5 New York Executive Creative Director Chris Colliton shared his excitement over the ad.
“Antonio Banderas and the 'Macho Man' Randy Savage are the duo the world didn’t know they needed. But boy, did we need them.”
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As part of the campaign, Bosch is also strengthening its retail partnerships.
Lowe’s, the Official Home Improvement partner of the NFL, is offering exclusive promotions, including a 10% discount on premium Bosch home appliances from Feb. 27 to March 12.
Additional promotions on Bosch power tools and appliances will be available through other retail partners.
Bosch’s Bold Big Game Move
Bosch’s campaign kicks off with Banderas strolling into a kitchen in a cozy robe, addressing the audience.
“You may know me as Antonio Banderas, but when I use my Bosch fridge, I feel like Antonio BOSCHderas,” he quips before suddenly changing into a fancy tux.
A second man chimes in, agreeing with Banderas. “When I use my Bosch power tools, I feel like 'Macho Man' Randy Savage.”
And in an instant, he transforms, donning the iconic wrestler’s signature look.
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The camera alternates between Banderas and Macho Man, each highlighting Bosch’s strengths — Banderas praises the “phenomenal appliances,” while Macho Man is into the “powerful power tools.”
With a burst of energy, Macho Man shows off his strength, elbow-dropping on a table and shattering it as he lands in front of Banderas.
The spot closes with the signature voiceover: “The more you Bosch, the more you feel like a Bosch.”
Bosch’s Big Game ad marks a strategic move to elevate brand awareness in the U.S. market, uniting its home appliances and power tools under one campaign for the first time.
By leveraging pop culture nostalgia and humor, Bosch positions itself as a brand that not only delivers high-performance products but also enhances consumers' confidence in everyday tasks.
Previously, Bosch released its Big Game teaser, offering a glimpse of its star-powered transformation and setting the stage for the full commercial's electrifying debut.
