Bosch Power Tools unveiled a new ad this week, following its recent Big Game spot. The ad features "Champ," a worker who feels like a boxing champion when using Bosch Measuring Tools. The ad highlights Bosch's tagline: "The More You Bosch, The More You Feel Like a Bosch."
The "Champ" campaign is part of a larger series of ads showing everyday people whose lives are improved by using Bosch products. In the new spot, the worker says, "When I use my Bosch lasers, I feel unstoppable," before transforming into a boxer. He uses Bosch's 18V 360º Connected Green-Beam Laser, which helps with leveling and alignment on the jobsite.
As "Champ" continues to move around the jobsite, the BLAZE™ 165 Ft. Laser Measure is introduced. It offers accurate long-range measurements and works well in low-light conditions. The ad ends with the tagline, "The More You Bosch, The More You Feel Like a Bosch."
This campaign management will air on TV and digital channels throughout 2026, with an audio version on SiriusXM and Pandora. The advertisement was created by Droga5 as part of Bosch’s broader campaign. In 2026, Bosch will also introduce 60 new products, including innovations in concrete tools, batteries, and outdoor equipment.
Executive Statement
According to John Paul Marcantonio, president and CEO of Bosch Power Tools North America, Bosch Power Tools is a brand relied on by jobsite workers around the U.S. their new 'Champ' spot highlights not only the essential contributions of jobsite workers to the U.S. economy, but how Bosch supports their craft and makes their everyday work easier. Their measuring tool lineup is comprehensive, helping those in a variety of trades from general contractors to carpenters, accomplish levelling and alignment tasks efficiently.
