German engineering company Bosch, best known in the U.S. for its home appliances and power tools, confirmed Wednesday (December 10) that it will run an ad in Super Bowl 60.
The spot will air during the game’s second quarter and continue the brand’s ongoing “Like a Bosch” platform, which showcases how its products can solve everyday problems and make life run more smoothly.
2025 marked Bosch’s first appearance in the Big Game, as part of the more-than-100-year-old brand’s mission to raise its consumer profile in the U.S.
The spot starred Antonio Banderas and Macho Man, and launched following the appointment of Droga5 as Bosch’s U.S. AOR in 2024. It also coincided with broader investments from the business across America in manufacturing, marketing, and retail operations.
Bosch doubles down on the Big Game
Bosch’s return reflects early momentum from that debut effort, according to chief marketing officer (CMO) Boris Dolkhani.
“Returning to the Big Game is a powerful and exciting milestone for Bosch,” he said in a statement.
Dolkhani added: “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.”
While Bosch has not yet revealed specific creative details, the company said its Super Bowl ad will lean into humor and feature a surprise star. There will also be additional brand activations in the run-up to Super Bowl Sunday.
The effort will again connect Bosch’s consumer-facing products under a single master-brand message designed to resonate with a broad U.S. audience.
Bosch’s return places it among a small subset of brands that treat the Super Bowl not as a one-time splash, but as a recurring platform to accelerate long-term brand building.
For Bosch, back-to-back appearances signal that the company views the Super Bowl as a cornerstone in its ongoing push to become a more familiar household name in the U.S.
