Bosch and Long-Time Agency Partner Bailey Lauerman Launch "Impressive Innovation" Campaign

Feb. 23, 2026

Bosch Mobility Aftermarket has launched a new integrated campaign created by longtime agency partner Bailey Lauerman. Entitled “Impressive Innovation,” this cinematic campaign elevates Bosch’s position in a crowded wiper blade category, spotlighting the brand’s technological leadership, engineering precision, and real-world performance across the range of its portfolio.

The campaign includes a suite of cinematic film assets, led by a 30-second hero spot -- and supported by a :15 cutdown and multiple short-form executions -- running across premium streaming, digital video, paid social, online audio, search, and contextual placements. Designed as an integrated system, the work is built to scale from brand storytelling to product-level performance messaging across the customer journey.

A Longtime Creative Partnership Elevated For a New Moment:

Bailey Lauerman has worked with Bosch for years across the automotive aftermarket portfolio, and “Impressive Innovation” represents a step-change in how the brand shows up, shifting from a single-product focus to a broader, portfolio-wide story built on Bosch innovation, performance, and exacting standards.

Scott Sullivan, Manager of Marketing, Mobility Aftermarket at Bosch said:

“The wiper blade category is highly competitive and often driven by price or promotion. With ‘Impressive Innovation,’ we wanted to remind drivers that when they choose Bosch, they choose true engineering…products designed, tested, and manufactured by the world’s largest automotive supplier. Bailey Lauerman helped us tell that story in a way that feels premium, modern, and emotionally engaging.” 

 

Cinematic Storytelling, Starring Robots: 

David Thornhill, Creative Director at Bailey Lauerman noted:

“To make an innovation claim as a consumer brand, everything you produce has to carry the same reverence for excellence. We had to match that same level of sophistication with every visual and audio choice on this production. This was a vision shared by our director Dan DeFelice, Biscuit Filmworks, the agency team and our wonderful client partners at Bosch.”

 

Set in a pristine, meticulously designed Bosch research lab, the film opens on the robots performing their duties with flawless precision. But as the story unfolds, programmed perfection begins to unravel. The robots crave more than data — they want experience. Rain. Motion. The unpredictability of real-world driving. What follows is a playful adventure that collides precision with personality, performance, and heart. 

Each frame reflects Bosch’s commitment to innovation, while a thread of crafty humor runs beneath the surface. The result is a campaign that feels both premium and approachable, part action, part comedy, where Bosch wiper blades quietly prove their worth when conditions get real. 

Threading the needle of a complex audience set:  

From a strategy standpoint, “Impressive Innovation” was designed to speak to multiple high-value audiences, from workshop professionals and automotive enthusiasts to modern moms.

Aaron Jarosh, Head of Integrated Strategy at Bailey Lauerman said:

"This work does a nice job of speaking to both more category-involved enthusiasts and more passive but important audience segments like ‘modern moms. We are always trying to find a narrative that has a balanced appeal between workshop installers and end-users. Automotive professionals are a major decision influencer at the moment of purchase, so the work needs confident storytelling but also heart and humor.”

 

Running through March, Impressive Innovation is anchored by a high-profile CTV rollout across premium streaming platforms, including ESPN+, Disney+, Hulu, HBO Max and Netflix, with companion placements across online video, audio, digital display, paid social, and search.