Miles Calcraft in debut Bosch ads

Miles Calcraft Briginshaw Duffy is launching its debut work for Bosch with a pounds 3 million national TV campaign.

Miles Calcraft Briginshaw Duffy is launching its debut work for

Bosch with a pounds 3 million national TV campaign.



Three 20-second executions will air from 17 April, running through to

October, and will focus on the brand’s key consumer benefits.



In one execution, ’snake’, a voiceover explains that ’some things can

swallow more than you think.’ The Bosch Maxx washing machine has a drum

capacity that is 20 per cent bigger than its competitors. To illustrate

this feature the ad shows a snake swallowing a giant egg whole.



The second execution uses the image of a cyclist on a state-of-the-art

bike to illustrate that Bosch’s Logixx Automatic dishwasher has the most

advanced wash cycle.



The final execution shows a woman silently popping a giant red balloon,

to show how quiet a Bosch fridge is.



The ads end with the line, ’Bosch. Excellence comes as standard,’ and

are intended to raise awareness of the brand.



’Our philosophy for Bosch is simplicity, surprise and a smile,’ Ken

Humphrey, the marketing manager at Bosch, said. ’The campaign delivers

all three and is designed to draw people in by using unusual imagery to

create an analogy for consumer benefits.’



Miles Calcraft won the account in November last year after beating

Saatchi & Saatchi and Rainey Kelly Campbell Roalfe/Y&R in a pitch.



Its task is now to help Bosch increase its sales by as much as 20 per

cent through the high street retailers without diminishing the brand’s

status.



’The white-goods category is characterised by formulaic and unremarkable

work,’ Helen Calcraft, the managing director at Miles Calcraft,

said.



’With this work, we believe we will create real standout for this

wonderful brand.’



The campaign was written by Malcolm Duffy, art directed by Paul

Briginshaw and directed by Who? through Great Guns. Media planning was

in-house and buying through MediaCom.