For those wondering if Super Bowl 59 was going to bring new faces into the Big Game, Bosch and Droga5 are coming off the bench to make the move.
During an announcement at CES 2025 in Las Vegas, German engineering and technology company Bosch said it would produce a Super Bowl commercial, a first for the more than 100-year-old company. The advert is developed in partnership with Droga5, which was announced as Bosch US Reference Agency in July 2024.
“This bold move will give consumers a taste of what they can expect from Bosch in the coming year,” said Bosch Marketing Director Boris Dolkhani.
Although neither Bosch nor Droga5 could comment on the content of the Super Bowl ad, the company made AI the focus of its CES showcase.
Bosch and creative agency Accenture Song are attempting to reshape and expand Bosch’s presence in the U.S. market through its home appliances and power tools divisions. However, as the company made clear at CES, it also wants the US market to know that more than 5,000 Bosch AI experts have filed more than 1,500 AI patents in just five years, incorporating artificial intelligence in products including automated driving systems, bicycle anti-theft measures and smart cribs that can monitor a baby’s vital signs.
“Intelligent software and digital services have become the cornerstone of our core business,” Bosch board member Tanja Rueckert said during the CES presentation in Las Vegas.
This also represents a huge part of the brand’s investment in the US market. Last summer, Bosch announced its intention to buy Johnson Controls‘ residential and commercial heating, ventilation and air conditioning activity for approximately 8 billion dollars (7.4 billion euros). This is the largest transaction in the company’s history. It is also investing nearly $2 billion to upgrade a microchip factory in Roseville, California, to begin producing chips for its products.
While Bosch sensors have found their way into cars, bikes, smartphones and fitness trackers, the company’s relationship with Droga5 over the next five years will focus on creative campaigns for the device divisions appliances and power tools from Bosch in the United States. The agency handles Super Bowl advertising and other marketing activities across television, digital platforms, social media and trade shows.
“It’s a privilege to work with Bosch as our agency of record, and our new relationship truly reflects the strategic alignment and creative synergy between our teams,” said Scott Bell, creative director at Droga5 New York , in a press release last year.
Correction: A previous version stated that Bosch would feature its AI in the ad. The company later clarified that advertising would focus on other segments of its business.
