Bosch Mobility Aftermarket is leveling up its presence in the competitive wiper blade category with the launch of “Impressive Innovation,” a new integrated campaign developed alongside longtime agency partner Bailey Lauerman.
The campaign’s 30-second hero spot anchors a broader suite of creative that includes a 15-second cutdown and multiple short-form assets running across premium CTV, digital video, paid social, online audio, search, and contextual placements. The effort is designed as a fully integrated system that moves seamlessly from brand storytelling to product-level messaging across the customer journey.
A Partnership Built for Precision
Bailey Lauerman has collaborated with Bosch for years across its automotive aftermarket portfolio. With “Impressive Innovation,” the brand shifts from spotlighting a single product to telling a broader story about Bosch’s engineering pedigree and performance standards.
“The wiper blade category is highly competitive and often driven by price or promotion,” said Scott Sullivan, Manager of Marketing, Mobility Aftermarket at Bosch. “With ‘Impressive Innovation,’ we wanted to remind drivers that when they choose Bosch, they choose true engineering…products designed, tested, and manufactured by the world’s largest automotive supplier.”
Enter the Robots
To dramatize that engineering legacy, the film drops viewers inside a pristine Bosch research lab, where robots execute their tasks with flawless precision. But perfection, it turns out, gets boring.
As the narrative unfolds, the machines begin to crave something their programming can’t quite provide: real-world experience. Rain. Motion. Mess. What follows is a playful collision between cold precision and human unpredictability — with Bosch wiper blades quietly proving their value when conditions get real. Watch below:
“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.”
The result balances premium craft with a thread of sly humor, part action, part comedy, reinforcing Bosch’s technical credibility without taking itself too seriously.
Speaking to Pros and Everyday Drivers
Strategically, the campaign was built to resonate with a layered audience, from workshop professionals and automotive enthusiasts to everyday drivers and modern families.
“This work does a nice job of speaking to both more category-involved enthusiasts and more passive but important audience segments,” said Aaron Jarosh, Head of Integrated Strategy at Bailey Lauerman. “Automotive professionals are a major decision influencer at the moment of purchase, so the work needs confident storytelling but also heart and humor.”
Running through March, “Impressive Innovation” is anchored by a high-profile CTV rollout across platforms including ESPN+, Disney+, Hulu, Max, and Netflix, supported by placements across online video, audio, digital display, paid social, and search.
Precision engineering meets personality. Even wiper blades deserve a hero shot.
REELated:
When you Bosch you just feel like a … Guy… Fieri
