Bosch is betting the Mayor of Flavortown can help it make an emotional connection with Super Bowl viewers

• German industrial heavyweight Bosch wants to become a bigger deal in the US.
• It's lining up a Super Bowl ad featuring Guy Fieri.
• Bosch said it's leaning into more emotional marketing to strike a chord with American consumers.

Bosch has been in the US for more than a century, yet it remains a surprisingly fuzzy brand for many American consumers. The German industrial heavyweight is betting that the "Mayor of Flavortown," Guy Fieri, can help change that as it pours billions of dollars into the region.

On Thursday, Bosch released the ad it intends to air during the Super Bowl this weekend. It stars a remarkably different clean-shaven, conservatively dressed Fieri, who returns to his normal spiky-haired, brightly colored look when he uses Bosch products — from a circular saw to a cooktop. His French Bulldog, Cash, also has a cameo in the ad, which carries the tagline, "Like a Bosch."

Bosch joins a crop of Super Bowl LX advertisers leaning on comedy and recognizable faces this year, as they look to grab attention and avoid controversy during a politically charged year. Major brands are spending more than ever on A-list celebrity talent in their marketing, with CMOs under pressure to produce ads that cut through and deliver meaningful results.

Speaking to Business Insider, Paul Thomas, president of Bosch North America, said the company hopes the big game ad will help improve its brand recognition. Through Fieri and the lighthearted, comedic tone of this year's spot, Bosch also wants to foster a stronger emotional connection between customers and the brand, he added. It marks a shift from Bosch's more traditional marketing, which typically focused on technical features.

"There are a lot of things we're trying to accomplish with the campaign, but primarily to show that the Bosch brand is something you can rely on and helps you improve your life," Thomas said.

Fieri was a "no-brainer" to help achieve these goals because he cooks and does his own construction, often using Bosch products.

"He represents the confidence, too," Thomas said.

Such was Fieri's transformation for this campaign that some social media users lambasted the celebrity chef's early teaser posts as "AI slop." Bosch said it didn't use AI and instead relied on a makeup artist and some visual effects editing.

Bosch is working toward a goal of North America contributing 20% of the company's global sales by 2030, up from around 18% in 2024. It's doubling down on certain categories — such as cordless power tools and home appliances — where Bosch lags rivals in market share. The company has announced more than $6 billion in US-based acquisitions since 2023.

Its big push in the US comes as the company cuts costs elsewhere. Bosch recently confirmed it is cutting 20,000 jobs in Germany after its profits nearly halved last year. The industrial giant is facing competition from Chinese companies in its automotive business, as well as pressures from US tariffs and a decline in demand for household appliances.

The average price of a 30-second spot during this year's Super Bowl reached $8 million, with some slots fetching up to $10 million, per NBCUniversal, which is broadcasting the game. Thomas said the expenditure on the Super Bowl amid cost-cutting within its home business reflected the balance many companies need to make as they focus on growth.

"If you don't have a brand campaign, do the problems get even worse in the future?" Thomas said.

Bosch made its Super Bowl ad debut last year and saw "tangible lifts" in consumer engagement, such as people entering hardware and appliance stores to specifically ask for Bosch products, he said.

"It would really be a pity if you did it once and didn't continue on with it because then you lose all the momentum that you could gain," he said.