Drive awareness and purchase of Bosch’s premium ICON wipers line.
Stand out by shifting direction in the mainly feature-based marketing of the category.
When you’re driving in extreme weather, you don’t care how your windshield wipers work, you only care that they work. :30 TV Spot
With competitors relying heavily on feature-driven messaging, we wanted to provide an engaging counterpoint and elicit an emotional response. By putting the viewer through the emotional experience of driving through extreme weather, we could show them how Bosch ICON wipers provide calm in the storm.