Nick Offerman goes extreme in Bosch campaign

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Bosch Power Tools is launching a new brand campaign, featuring the voice of Nick Offerman.

The campaign focuses on the engineering of their power tools – in some extreme situations, which are designed to meet the demands of construction and trades workers on the job.

The brand has partnered with Nick Offerman, a long-time Bosch tool user, who purchased his first jig saw almost 30 years ago. “I don’t have any fancy advertising slogans to offer here – all I know is that I have always turned to these tools when I want to perform hard work as efficiently and accurately as possible,” said Offerman.

Through a series of content launched across streaming T.V., radio, and social media, his iconic voice celebrates the tough work of trade workers and illustrates how Bosch engineers its tools to be ergonomic and efficient and to support career longevity.

“In our new campaign, we wanted to show that the most important part of any job site or situation is the worker. Every day on a job site is tough. The campaign has some extreme situations to highlight that no matter the situation, they get the job done,” said Shannon Blakely, Vice President of Brand Marketing and Digital at Bosch.

The campaign is the result of an agency review completed in Spring 2022. Led by Omaha, Nerbraska-based creative agency, Bailey Lauerman, the What Hard Workers Deserve campaign highlights three 18V cordless power tools: the PROFACTOR High Torque Hammer Drill/DriverX-LOCK Angle Grinder, and 2-IN-1 Impact Driver and Impact Wrench

These tools tackle industry issues head-on, engineered from start to finish, based on direct workers’ job site feedback. Watch below:


REELated:


“Our R&D teams have successfully merged ergonomic design with powerful tools to achieve peak performance, setting industry standards that prioritize the worker’s needs, through ease-of-use and time savings on the job,” said Philipp Gosau, Director of Product Development at Bosch. “Bosch Tools are built to support workers on the job site over a lifetime of work.”

“In our new campaign, we wanted to show that the most important part of any jobsite or situation is the worker. Every day on a jobsite is tough. The campaign has some extreme situations to highlight that no matter the situation, they get the job done,” notes Shannon Blakely, Vice President of Brand Marketing and Digital at Bosch. 

CREDITS:

CLIENT: Bosch Power Tools

  • VP, Brand Marketing – Shannon Blakely
  • Director Product Development – Philipp Gosau

AGENCY: Bailey Lauerman

  • Chief Executive Officer – Greg Andersen
  • Chief Creative Officer – Carter Weitz
  • Creative Director – Aaron Jarosh
  • Copywriter / Associate Creative Director – Joey Googe
  • Art Director / Creative Director – David Thornhill
  • Senior Designer – Jim Ma
  • Planning Director – Juan José Valera
  • Head of Account Management – Gwen Ivey
  • Account Director – Alfredo Lang
  • Senior Account Executive – Cara Oldenhuis
  • Sally Mars – Broadcast Producer

PRODUCTION COMPANY: Biscuit Filmworks

  • Director – Clay Weiner
  • Partner / Managing Director – Shawn Lacy
  • Executive Producer – Holly Vega
  • Head of Production – Sean Moody
  • Producer – Jon Messner
  • 1st AD – Matt Smith
  • Director of Photography – Alejandro Mejia

SERVICE COMPANY: The Lift

  • Helena Medina – Producer
  • 1st AD – Elsa Forsbach
  • Production Design – Luciano Lasca

POST: United Production Partners (UPP)

  • Executive Producer – Jan Malíř
  • Producer – Magdalena Halamová
  • VFX Supervisor – Jiří Linhart
  • Project Coordinator – Kristýna Kynclová
  • Colorist – Ondřej Štibingr, Pavel Marko

EDIT: Camp Lucky

Editor – Mark Stone/Camp Lucky

MUSIC: Fresh Squeezed

SOUND DESIGN: Camp Lucky

Sound Design – Scott Richardson

MIX: Camp Lucky, Spacewalk Studios, Chris Mars Publishing

Post Production EP for Camp Lucky – Jessica Berry


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