August 31, 2022

BL disrupts category norms with first Bosch Tools campaign

After an agency search in Spring 2022, Bailey Lauerman was named North American agency of record for Bosch Tools. This expands our long-standing relationship with Bosch, for whom we have handled the automotive aftermarket division’s advertising for the last five years.

Our first campaign, “What Hard Workers Deserve,” is part of a new brand strategy that focuses on Bosch Tools’ product-design philosophy. The campaign features the engineering behind the company’s power tools—in some extreme situations, which are designed to meet the demands of construction and trade workers on the job.

“We were immediately drawn to the ambition and confidence of the Bosch Tools team. Their ergonomics-centric design philosophy allowed us to flip the category narrative from the tool to the user.”

—Greg Andersen, CEO, Bailey Lauerman

Bosch Tools and Bailey Lauerman partnered with Nick Offerman, a long-time Bosch tool user who purchased his first jigsaw almost 30 years ago, as the voice of the new campaign. “I don’t have any fancy advertising slogans to offer here—all I know is that I have always turned to these tools when I want to perform hard work as efficiently and accurately as possible,” said Offerman. Through a series of content launching across streaming TV, radio and social media, his iconic voice celebrates the tough work of trade workers and illustrates how Bosch engineers its tools to be ergonomic and efficient, and to support career longevity.

The campaign was shot in Mexico City and directed by Clay Weiner and Biscuit Filmworks, who have produced work for Netflix, ESPN, Hotels.com and Will Ferrell.

“Our campaign works to show off the worker-focused innovations of Bosch tools, by positioning them as something all hard workers deserve. With our spots, we’re upping the ante for the traditional product demonstration, showing a hard worker in a number of hard work situations.”

—Aaron Jarosh, Creative Director, Bailey Lauerman

Read the full press release

Bailey Lauerman’s new campaign is featured in 4A’s SmartBrief, ANA’s SmartBrief, Little Black Book, AdExchanger, The Drum and Muse.