• by Fern Siegel , 4 hours ago

Bailey Lauerman has created a new integrated campaign for Bosch Mobility Aftermarket. Entitled “Impressive Innovation,” the spot highlights the engineering precision of automobile wiper blades.

The 30-second ad, featuring robots in a Bosch research lab, is here. Dan DeFelice of Biscuit Filmworks directed.

The work runs through March across premium streaming platforms, including ESPN+, Disney+, Hulu, HBO Max and Netflix. Companion placements live on online video, audio, digital display, paid social and search. The target audience runs the gamut from car enthusiasts to moms.

Bailey Lauerman, which has worked with Bosch for years, shifted the brand's visibility. Strategy moved from single-product focus to technical performance.

“To make an innovation claim as a consumer brand, everything you produce has to carry the same reverence for excellence,” said David Thornhill, creative director at Bailey Lauerman. “We had to match that same level of sophistication with every visual and audio choice on this production.”

The agency has done creative work for Disney, Union Pacific, AMC Theatres, Phillips 66 and Panda Express.