In Bosch’s Super Bowl Spot, ‘Justaguy’ Becomes Guy Fieri

Following the Big Game, the campaign will extend across a broader media package, including placements during the Winter Olympics and motorsports later this year, positioning Bosch’s Super Bowl return as a platform moment rather than a one-night stunt.

“We are a German company, so it’s very important for us to be part of the cultural conversation in the U.S.,” Dolkhani said. “Nothing helps us do that better than the Super Bowl.”