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
’The white-goods category is characterised by formulaic and unremarkable
work,’ Helen Calcraft, the managing director at Miles Calcraft,
’With this work, we believe we will create real standout for this
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.