- Following its first Big Game debut in 2025, German engineering and technology firm Bosch, is returning to the Super Bowl this year.
- The spot will focus on the theme “the more you Bosch, the more you feel like a Bosch.”
- The brand said the humorous spot will feature a surprise star. The ad will air in the second quarter, with “additional surprises before the big day.”
In a move to expand its American audience, last year the brand kicked off a four-year national brand platform to grow in the market with a Super Bowl ad.
This year, the brand is doubling down on its U.S. focus. This year’s ad will kick off the messaging for the brand for the year as it continues to grow its market share in the U.S. market.
“Returning to the Big Game is a powerful and exciting milestone for Bosch,” said Boris Dolkhani, Bosch CMO, in a statement shared with Brand Innovators. “Last year’s debut sparked immediate momentum, and we’ve seen that energy translate into stronger retail demand and brand awareness. This year, we’re building on that success with work that pushes creative boundaries even further – bringing in a fresh face and dialing up the humor to deliver a new chapter of #LikeABosch that viewers won’t forget.”
