January 11, 2018

New Work for Bosch ICON Wiper Blades Shows “Calm in the Storm”

Bailey Lauerman debuted new work for Bosch ICON wiper blades over the holiday break. The latest campaign, “Calm in the Storm,” featured a :30 TV spot that aired during key college football bowl games. The spot recreates the emotion and intensity one feels while driving in inclement weather through quick cuts and an accelerating heartbeat soundtrack that drives the action. That anxiety transforms to relief as Bosch ICON wiper blades provide the “calm in the storm.”

“The strategy was to demonstrate the relief that Bosch ICON windshield wipers provide during those tense, anxious moments when drivers are caught in extreme weather,” Michael Johnson, Creative Director at Bailey Lauerman, tells Marketing Daily. “By reflecting not just one instance, but a montage of all the different kinds of conditions that drivers might find themselves in over the course of their life, we create a real emotional response that’s not based on product features but actual human experience.”

Targeting football fans was one part of the media strategy to reach consumers who index high on automotive maintenance. The commercial will also run during NCAA basketball games, primetime programming in select markets and online. Supporting weather-triggered digital placements, radio and out-of-home billboards round out the campaign.

“If you’re in Boston and there’s snow in the forecast for tomorrow, there’s a pretty good chance you’re going to have an ad for Bosch ICON windshield wipers delivered to you,” Johnson says. “It just makes sense to deliver windshield wiper ads to people who might be prepping for bad weather.”

View the new TV spot below and read up on the campaign and strategy at MediaPost.


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