Bosch Tools has started to promote their upcoming Super Bowl ad spot.
Here’s a quick teaser clip, also from their Instagram channel:
The caption starts off with:
An actor and a professional-wrestling icon walk into a fridge. Pickles ensue.
Interesting. I must admit – I am increasingly curious to see where they’re going with this.
The more you Bosch, the more you feel like a Bosch. The teaser features a Macho Man Randy Savage impersonator, Antonio Banderas, pickles, carrots (snap into a Slim Jim carrot??) and what looks to be the Bosch 18V “FREAK” hybrid impact driver…
Thoughts?
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Kentucky fan
Has Bosch been to the top of the mountain? Have they slithered with the snakes?
isosceles
Is this Bosch’s cup of coffee in the big time?
JR Ramos
Oh lordy. I didn’t click on the teaser link. I just can’t.
If you watched their world-of-concrete video (I posted the link in the rear-handled saw post) this guy had a brief cameo in it. Just….bad. Cringe-worthy.
Bosch is so much better than their marketing. lol. Geez.
Goodie
Agreed. Wish they would get their marketing together. I consider many of their tools (their 1617 router, 12v Flexiclick, their laser tools, and their hammer drills) to be top of class. You can get other tools that are as good as those, but none are better. Just so disappointing they can’t class up their marketing a bit. Something that plays to their German roots and quality, but emphasizes their affordability as such.
Nathan
Momma said if you don’t have something nice to say don’t say anything…..
S
I keep waiting for the SNL theme song to play…
I guess any publicity is good publicity?
Jared
Oh no.
MFC
I mean, their kind of humor is sometimes funny. Antonio and Macho together with pickles. Everything in that short short was just right.
And for some strange reason I am thinking about the good Bosch hammer-drills I’ve had in the past…
Still not going to buy 18v bosch stuff, but maybe their humor is helping them make in-roads where nothing else will?
James
Just loaded up on some more 18V Bosch tools. I do prefer them to Milwaukee often, in particular ergonomics but also for some features. We just bought a new dishwasher and while Bosch started on top of our list, they ended up off it once we had done some market research. Nevertheless, good products, but man, this doesn’t look funny. Prove me wrong next Sunday I guess….I’ll have my eyes peeled for it.
Ken
OK, I had to delete my original comment where I criticized Bosch for seemingly continuing to focus on the rough-and-tough “more power, woof woof woof” traditional tradesmen culture that is owned by DeWalt and Milwaukee (among others) instead of playing to their strengths with the “fastidious old world craftsman” crowd. But then I begrudgingly watched the video. And it looks like maybe they are trying to split the difference and go for a power + refinement image. That could actually work.
Robert
Poor Antonio. He’s come down so much. He used to have such charisma. Almost as sad as the Who shuffling around at half time.
Dre
What a dumpster fire. If only they’d spend this money on the R&D on tools for the US market as opposed to letting go of their engineers stateside. Another nail in the coffin, I guess. Glad we ditched Bosch and went all in on red for all our guys.
Luis
Someone hasn’t been following up on their tool releases and just says the same all over for the last 5 years, don’t you?
JR Ramos
They’ve clearly been doing that and introducing some great new tools. I have a half dozen Bosch 18V tools now and I have to say I like each one better than the Milwaukee’s I already own/owned, for the most part. Milwaukee has some tools that are better and many just on par. What Milwaukee does not have (anymore), sadly, is good after sales service and parts availability/parts accessibility. They aren’t quite throwaway tools yet…many are, but they can still provide service for a lot, if it’s cost effective, which it most often is not. Whether that matters to a business owner or not just depends I guess. I’m going to sell a couple of M18 tools I have because I just love their Bosch equivalent more but my stable is still going to be predominantly red at least until the tools die. I’ve had it up to here with Milwaukee batteries, too, but that’s another issue. The Bosch packs are superior and they are a whole lot less expensive normally, and that’s a pretty good win for me, too. But they’re engineering and designing and releasing, no bones about it. Maybe less so for the typical DIY and trade crowd, leaning more industrial so far, but some of both. It does suck about the US engineering team and I’m sure there were some more in the sales/administrative side of things as well, but those cuts were all across the giant umbrella of a company, too, and the branch for the power tools was a very small part of the overall cuts…so we hear anyway.
But the marketing. lolol. So bad.
Frank D
Will to not watch a teaser or preview.
All I want is more 12v tool options for sale, legitimately with support and warranty in NA. No grey market / import / …
Ken
They have teased a lot of new 12V releases this year. We’ll see if they send them our way in the US.
Luis
Looks cringey. They don’t this kind of image. But maybe they can prove me wrong and can show us something fun but also clever on in a couple Sundays. Not holding my breath, though
Jody
As a Bosch fan.. This is terrible and do not want. North American marketing has been horrible for too long, why must they continue to drown in a puddle of their own making..
Saulac
It reflects Bosch. Stucks in the 90′.
LE
Hmm, maybe that’s why I like Bosch so much. I’ll take the 90s back anyday
JoeR
Wait. Stuart didn’t you have a post on pickles??? Is this Toolguyd appropriation? Shame on Bosch’s marketing department. Still the proud owner of a Bosch 11264EVS hammer drill. Quite the beast.
Peter
Super bowl ad was not that bad or at there were worse.
At least with Bosch you knew what it was about.