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15 January 2019

Boss Mentality

by Syd Briscoe

Bosch: “Like a Bosch” - 75s

Bosch breathe new life into an old meme with this entertaining ad, which draws attention to their range of integrated smart products. From controlling the heating from his phone to turning the oven off and on remotely, the portagenist promises to carry out his daily tasks - you guessed it - "like a Bosch".

It's a canny pop culture reference, given that those entertained by Saturday Night Live's 'Like a Boss' the first time around are likely to have now hit the life stage of buying lasting products for the home - even if some of those depicted here aren't actually available yet.

While much tamer than the original (no castration or, erm, fish frolicking here), Biscuit Filmworks director Andreas Nilsson includes the gags come thick and fast, including some pleasantly surreal moments like rabbit fist bumps and random sit-ups.

Director: Andreas Nilsson Ⓟ Ⓦ (Biscuit Filmworks Ⓟ Ⓦ)
Editor: Ben Campbell Ⓦ @ Cut+Run Ⓟ Ⓦ

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