• by Sarah Mahoney , Yesterday

Loading the dishwasher isn’t most people’s idea of unleashing a superpower. But in Bosch’s latest spot, a woman cleaning up after dinner morphs into a tiara-topped, muscle-bound superhero. She doesn’t save the universe, but she does get a reward: a sparkling lasagna dish, courtesy of Bosch dishwashers' grime-fighting partner, Reckitt’s Finish detergent.

The new ad is part of “The More You Bosch, the More You Feel Like a Bosch” campaign, which kicked off in 2019. The German appliance maker has been expanding it in the U.S., and grabbed plenty of attention with its first Super Bowl outing earlier this year, a spot starring Antonio Banderas.

This latest chapter leans into Bosch’s partnership with Finish, emphasizing how the detergent boosts the brand’s cleaning cred. “Discovering your ‘inner Bosch’ with our precision-engineered inventions is at the heart of our historic joint campaign,” said Anne-Marie Nealy, head of brand for Bosch Appliances North America, in the announcement. “So it was just fitting that our dish superhero was able to expand her kitchen superpowers with the help of Finish detergent.” That way, she added, “no dish stands a chance.”

Bosch, ranked the world’s No. 1 dishwasher brand by Euromonitor, is hoping the effort resonates in the U.S., where appliance sales have been slowed by weak housing activity. In April, Bosch reported global revenue growth of about 3%, with U.S. market share climbing despite industry challenges. The company credits stronger marketing and the rollout of immersive showrooms.

Those Experience and Design Centers — now in 10 U.S. cities — showcase Bosch products alongside sister brands Gaggenau and Thermador, offering consumers and trade partners a deeper look at the portfolio.

The campaign is running across TV, streaming and digital channels through year-end.

Droga5 is the agency.