Bosch campaign blends tech, humor and heart

Bosch Mobility Aftermarket has launched a new integrated campaign, Impressive Innovation, created with longtime agency partner Bailey Lauerman. The cinematic effort highlights Bosch’s technological leadership, engineering precision, and real-world performance across its wiper blade portfolio.

The campaign features a 30-second hero spot supported by a :15 cutdown and multiple short-form executions, running across premium streaming, digital video, paid social, online audio, search, and contextual placements. It is designed as an integrated system, linking brand storytelling with product-level messaging throughout the customer journey.

Portfolio storytelling takes center stage

Scott Sullivan, Manager of Marketing, Mobility Aftermarket, Bosch: "The wiper blade category is highly competitive and often driven by price or promotion. 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. Bailey Lauerman helped us tell that story in a way that feels premium, modern, and emotionally engaging."

The campaign represents a step-change from a single-product focus to a portfolio-wide story emphasizing Bosch innovation, performance, and exacting standards.

Robots, precision and personality

David Thornhill, Creative Director, Bailey Lauerman: "To make an innovation claim as a consumer brand, everything you produce has to carry the same reverence for excellence. We had to match that same level of sophistication with every visual and audio choice on this production. This was a vision shared by our director Dan DeFelice, Biscuit Filmworks, the agency team and our wonderful client partners at Bosch."

The film is set in a pristine Bosch research lab where robots perform flawlessly, but gradually seek real-world experiences like rain and motion. The story mixes precision with personality, humor, and heart, reflecting Bosch’s innovation while remaining approachable.

Balanced storytelling for diverse audiences

Aaron Jarosh, Head of Integrated Strategy at Bailey Lauerman: "This work does a nice job of speaking to both more category-involved enthusiasts and more passive but important audience segments like ‘modern moms.’ Automotive professionals are a major decision influencer at the moment of purchase, so the work needs confident storytelling but also heart and humor."

The campaign runs through March with a high-profile CTV rollout on premium streaming platforms, including ESPN+, Disney+, Hulu, HBO Max and Netflix, complemented by online video, audio, digital display, paid social, and search.

www.bosch.com

www.baileylauerman.com

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