February 27, 2026

Campaign Trail: Bosch builds cute robots to push windshield wiper innovation.

Created with longtime agency Bailey Lauerman, “Impressive Innovation” demonstrates how the company brings precision and performance to wipers and beyond.

In the last few years, Bosch has utilized celebrities Antonio Banderas and Guy Fieri to promote stainless steel home appliances and pneumatic power tools during the Super Bowl. But the German technology conglomerate’s latest spot, from its Mobility Aftermarket division, has a more mundane focus — the windshield wiper — and features anthropomorphized robots instead of recognizable faces.

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