A commercial that explores “the role of the dishwasher”
This commercial began with the question: what kind of relationship do users have with their dishwasher in the first place?
And what does a dishwasher give its users?
Starting from these questions, we conducted market research and designed the brand concept for BOSCH dishwashers.
As a result, we defined it as: “Once a Bosch dishwasher comes into your home, the way you spend time after meals changes. Leave the tedious cleanup to it, and take time to talk with your family or play with your children. Bosch, the world's most chosen*, creates your precious time.”
And the tagline became “What will you do after dinner?”
Unlike web viewers who actively seek out information, TV commercial viewers are assumed to be “watching while doing something else.”
For this reason, the commercial emphasizes direction that captures attention in the first few seconds, adopting a visual structure that forms an impression instantly.
Rather than simply promoting the product, we produced it with a unified approach to shot composition, color design, and sound direction so that the atmosphere and values of the brand as a whole come across.
