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Bosch Extends Branding Campaign in U.S.
Jul 9, 2004
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As an extension of its print "Your Life. Our Inspiration." branding campaign, home appliance maker Bosch announced the debut of a new national television advertising campaign in the U.S.

Building on the reputation of its dishwashers, the new 60- and 30-sec spots entitled "Every Day" are the company's first brand commercials in the U.S.

Part of BSH Home Appliances Corporation, a division of Bosch und Siemens Hausgeraete GmbH, the company currently produces dishwashers, ranges, cooktops, wall ovens, washers, and dryers at factory in New Bern, NC, U.S.

"With our expanding distribution and this year's major introductions of the Nexxt(TM) generation in laundry care and our new Free-standing Convection Range, the time was right to initiate a campaign to communicate the essence of Bosch as a brand that develops superior appliances inspired by the lifestyles and needs of today's families," said Michael Bohn, BSH Home Appliances director of Brand Marketing.

The spots reportedly show the appliances as high-performance, high-efficiency domestic tools. Beginning with the voiceover "every day is precious," the spots follow a mother and child as they take use the company's cooking, laundry, and kitchen appliances.

Created by Santa Monica-based Hamon & Associates, the commercials will begin airing on cable networks with high viewership. Photographer and director Albert Watson directed the commercial.

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