MT. PROSPECT, Ill. (Feb. 9, 2026) – Following the debut of its latest spot during the Big Game, Bosch Power Tools will launch another new ad this week featuring “Champ”, a jobsite worker who feels like a world-class boxing champion when he uses his Bosch Measuring Tools, embodying the brand’s tagline, “The More You Bosch, The More You Feel Like a Bosch.”
The ad is the latest addition to the brand's multi-year creative campaign, going live across various channels. The “Champ” joins the lineup of “Bosches” portrayed by everyday people whose lives are transformed by the power of using Bosch Power Tools and Home Appliances.
“Bosch Power Tools is a brand relied on by jobsite workers around the U.S.,” said John Paul Marcantonio, president and CEO of Bosch Power Tools North America. “Our new ‘Champ’ spot highlights not only the essential contributions of jobsite workers to the U.S. economy, but how Bosch supports their craft and makes their everyday work easier. Our measuring tool lineup is comprehensive, helping those in a variety of trades from general contractors to carpenters, accomplish levelling and alignment tasks efficiently.”
The spot opens with a worker on the jobsite noting, “when I use my Bosch lasers, I feel unstoppable.” When he turns on his 18V 360º Connected Green-Beam Three-Plane Leveling and Alignment Laser, the “Champ” transforms into a boxer wearing a “The Leveler” robe and states, “I’m a lean, mean laser-leveling machine.” The featured 360 connected Green-Beam offers all-in-one functionality including three chalk lines in 360º laser planes – one horizontal and two vertical planes, plus an alignment laser to achieve a complete level for simplified and speedy job setup.
As “Champ” continues to bounce around the ring that sprung up in the jobsite, the BLAZE™ 165 Ft. Laser Measure enters the story. The BLAZE enables long-range measuring accuracy up to plus or minus one sixteenth of an inch** and measures up to 165 feet. The bright color display illuminates numbers with distinct resolutions that are optimized to function in low or no-light conditions on jobsites. The spot ends reinforcing the brand’s transformative power with the tagline, “The More You Bosch, The More You Feel Like a Bosch.”
“Champ” will air across linear and digital channels throughout 2026. An audio version will also air on SiriusXM and Pandora. The full spot can be viewed here.
The “Champ” creative was designed by ad agency Droga5 as part of the broader brand campaign across Bosch Power Tools and Bosch Home Appliances. The “Champ” character joins other Bosch heroes featured in the multi-year campaign whose lives are transformed by their use of Bosch products.
In addition to laser measuring products, Bosch Power Tools is reaffirming its leadership in jobsite innovation with the announcement of 60 new products, set to launch over the course of 2026. This extensive rollout introduces robust solutions designed for trade professionals across three critical areas: a fully integrated concrete portfolio, an advanced EXPERT 18V battery platform and significant expansions into Outdoor Power Equipment and Modular Storage.
To learn more about Bosch Power Tools Measuring Tools and the full Bosch product portfolio, visit boschtools.com.
** Subject to accuracy deviation on stakeout functionality for products with certain date codes.
