Bosch Makes Big Game Debut at Super Bowl 59 With Droga5

For those wondering if Super Bowl 59 was going to bring new faces into the Big Game, Bosch and Droga5 are coming off the sidelines to make the push.

During an announcement at CES 2025 in Las Vegas, German engineering and technology firm Bosch announced that it would be producing a Super Bowl commercial—a first for the more than 100-year-old company. The ad is being developed in partnership with Droga5, which was announced as Bosch’s U.S. agency of record in July 2024. 

“This bold move will give consumers a taste of what they can expect to see from Bosch in the year ahead,” Boris Dolkhani, Bosch CMO, said.

While neither Bosch nor Droga5 could comment on the content of the Super Bowl ad, the company made AI the center of its CES showcase.

Bosch and the Accenture Song creative agency are attempting to reshape and expand Bosch’s presence in the U.S. market across its home appliances and power tools divisions. However, as the company made clear at CES, it also wants the U.S. market to know that more than 5,000 Bosch AI experts have registered more than 1,500 AI patents in just five years—building artificial intelligence into products, including automated driving systems, e-bike anti-theft measures, and smart cribs that can monitor a baby’s vital signs.

“Intelligent software and digital services have become cornerstones of our core business,” said Bosch board member Tanja Rueckert during the CES presentation in Las Vegas.

It’s also a huge portion of the brand’s investment in the U.S. market. Last summer, Bosch announced its plans to buy Johnson Controls’ residential and commercial heating, ventilation, and air conditioning business for roughly $8 billion (7.4 billion euros). This is the largest transaction in the company’s history. It’s also investing nearly $2 billion to upgrade a microchip factory in Roseville, California, to start 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 during the next five years will focus on creative campaigns for Bosch’s home appliances and power tools divisions in the United States. The agency is taking on the Super Bowl ad and other marketing through television, digital platforms, social media, and trade shows.

“It’s a privilege to work with Bosch as agency of record, and our new relationship truly reflects the strategic alignment and creative synergy between our teams,” said Scott Bell, chief creative officer at Droga5 New York, in a statement last year.

Correction: A previous version stated Bosch would showcase its AI in the ad. The company later clarified the ad would focus on other portions of the company’s business.