Bosch, a power tool-home appliance company, has launched "The more you Bosch, the more you feel like a Bosch." 

The multiyear campaign is produced by creative agency Droga5, named the company's U.S. agency of record in 2024.. 

The seven-film series kicked off at the Super Bowl, with an ad starring Antonio Banderas. The full campaign spans linear TV, digital, social media, streaming audio and in-store activations.

"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 campaign takes ordinary moments and ups the drama. The power tool spots are available here. The home appliance ads here.

A woman unloading her Bosch dishwasher doesn’t just admire its CrystalDry technology — she transforms into a superhero, exacting vengeance against moisture. A dad turns into a glam rocker, thanks to his Bosch fridge, while a coffee drinker morphs into a black belt master of barista, inspired by the Bosch 800 Series espresso machine.

Sean Buckhorn and Gonzalo Navarro, creative directors at Droga5, said the goal was to make people excited about the brand. "Each transformation is unique, playing with different genres to create work that feels unmistakably Bosch," they said.

Droga 5's client work includes Coors Light, Paramount+ and Levi's.

The Bosch Group is a leading global supplier of technology and services.  According to preliminary figures as of last December, the company generated sales of 90.5 billion euros in 2024.