After 139 years, Bosch is stepping onto the Super Bowl advertising stage for the first time with a high-energy, star-powered campaign that fuses home appliances, power tools, and pure personality. Featuring Antonio Banderas and a nod to late wrestling icon “Macho Man” Randy Savage, the 30-second commercial, “The More You Bosch, The More You Feel Like a Bosch,” is a celebration of confidence, strength, and the unmistakable feeling that comes with using Bosch products.
Developed by Droga5, the ad introduces audiences to the concept of “Bosches”—larger-than-life alter egos that emerge when using Bosch appliances and tools. The spot opens with Banderas in silk pajamas, casually standing in his kitchen. When he experiences the power of VitaFresh® Technology in his Bosch refrigerator—which keeps his carrots crisp and fresh—he transforms into his suave, confident alter ego: Antonio Bosch-deras.
Meanwhile, a professional contractor wielding a Bosch 18V 2-in-1 Impact Driver suddenly morphs into Macho Man himself, complete with signature intensity. Together, the duo breaks into an impromptu dance party, ending with Macho Man dropping an elbow onto a table, because nothing says “Bosch” like full-bodied confidence. Watch the fun below:
For Banderas, taking part in Bosch’s first-ever Super Bowl ad was an easy decision. “I’ve long admired Bosch as a brand synonymous with quality, and I’ve embraced my inner ‘Bosch’ my entire career,” he said. “Teaming up for this ad—and going toe-to-toe with Macho Man—was a no-brainer.”
The Super Bowl spot is just the beginning of Bosch’s multi-year campaign, marking the first time the company has combined its Home Appliances and Power Tools divisions in U.S. advertising. The initiative aims to expand Bosch’s presence in North America, particularly in the United States, with multiple new product launches planned across its consumer goods sector.
Boris Dolkhani, Bosch CMO, emphasized the significance of this moment: “The Big Game marks a pinnacle moment to reintroduce Bosch to U.S. consumers. This is just the start of how Bosch will show up in a bold way in 2025.”
Retail Partnerships & Exclusive Offers
To celebrate its Super Bowl debut, Bosch has partnered with Lowe’s, the Official Home Improvement Partner of the NFL, for dedicated “Bosch Days” beginning February 27. Customers can access a rare 10% discount on premium Bosch home appliances, available both in-store and online through March 12. Select Bosch dishwashers will also include basic installation as part of the promotion.
Additionally, Bosch power tools, accessories, and measuring tools will be available through retail partners nationwide. Interested buyers can find Bosch products through the Bosch home appliances store locator or BoschTools.com.
The 30-second ad will air during the fourth quarter of Super Bowl LIX on February 9. Fans can also view the commercial in advance on Bosch’s digital platforms. In addition to the extended 60-second version, Bosch has released teaser clips, including the Pickle Jar Teaser and the Dance Teaser, further hyping up the brand’s Super Bowl moment.
With an electrifying combination of Hollywood charisma, pro-wrestling energy, and cutting-edge technology, Bosch’s Super Bowl debut promises to be one of the most unforgettable ads of the game. If “The More You Bosch, The More You Feel Like a Bosch” is any indication, this is just the beginning of a larger-than-life new era for the brand.
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