Bosch Power Tools, a global provider of power tools and accessories, is launching a new brand campaign, featuring the voice of actor, Nick Offerman. The campaign focuses on the engineering of their power tools — in some extreme situations, which are designed to meet the demands of construction and trades workers on the job.
The brand has partnered with Nick Offerman, a long-time Bosch tool user, who purchased his first jigsaw almost 30 years ago. “I don’t have any fancy advertising slogans to offer here… all I know is that I have always turned to these tools when I want to perform hard work as efficiently and accurately as possible,” he said.
Through a series of content launched across streaming T.V., radio, and social media, his iconic voice celebrates the tough work of trade workers and illustrates how Bosch engineers its tools to be ergonomic and efficient and to support career longevity. It is putting workers at the forefront of tool innovation.
“In our new campaign, we wanted to show that the most important part of any job site or situation is the worker. Every day on a job site is tough. The campaign has some extreme situations to highlight that no matter the situation, they get the job done,” said Shannon Blakely, VP of Brand Marketing and Digital at Bosch.
The campaign is the result of an agency review completed in Spring 2022. Led by creative agency, Bailey Lauerman, the What Hard Workers Deserve campaign highlights three 18V cordless power tools:
1. The PROFACTOR High-torque Hammer Drill/Driver. Equipped with Kickback Control, which is designed to shut the tool off in a bind-up scenario to help reduce the risk of injury. The GSB18V-1330C is Bosch’s strongest hammer drill/driver on the market, with 1,330 in-lbs. of max torque and built-in proprietary Electronic Angle Detection to improve drilling accuracy at specific angles.
2. The X-LOCK Angle Grinder. Featuring Bosch’s newest interface solution following the design of SDS, X-LOCK, the GWX18V-8 Angle Grinder allows for up to 5X faster wheel change vs. standard grinders. X-LOCK is a click-in mounting and lever wheel release interface, which helps to make accessory transitions faster on the job.
3. The 2-IN-1 Impact Driver and wrench. Bosch has designed this tool to offer dual functionality and easily swap between bits and sockets, making a worker’s tool bag lighter. Through proprietary innovation, the tool’s 2-IN-1 bit/socket shank supports the easy transition between the tool’s driver and wrench capabilities.
These tools tackle industry issues head-on, engineered from start to finish, based on direct workers’ job-site feedback.
“Our R&D teams have successfully merged ergonomic design with powerful tools to achieve peak performance, setting industry standards that prioritize the worker’s needs, through ease-of-use and time savings on the job,” said Philipp Gosau, director of Product Development at Bosch. “Bosch Tools are built to support workers on the job site over a lifetime of work.”