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Bosch. A Public Apology to Dogs. 

the challenge. Bosch had a great new product. Their unlimited vacuum cleaner, with rechargeable batteries could technically run forever. 

Because it was such a simple proposition, the creative floor at TBWA\MCR was given a 1 hour creative 'sprint' to come up with something clever for the client, that would be salient, creative, and above all, memorable. 

the work. My dog hates hoovers. And she's not the first dog I've met with such a visceral reaction to those dust-sucking wassocks. 

So I couldn't help thinking that while a vacuum cleaner with unlimited run time is great news for humans, it probably wouldn't be for dogs.


The creative idea then was 'A Public Apology to Dogs', which first lived as an idea for an online video. 

This went down so well that I was asked to develop this platform further, into how this could live as an entire social campaign.

It kicked off with negative product reviews online (from dogs of course), complaining about how long the vacuum cleaner could run for

This would then move on to the release of the apology video from Bosch, ultimately culminating in giveaway noise-cancelling ear muffs for afflicted furry friends. 

In this way, peace would be restored between man, canine and home cleaning device forevermore. 


the results. Bosch UK absolutely loved the idea for this video. To get it out globally online, they had to pitch it to Bosch HQ, in Germany.

As you might imagine, this went down like a turd with our Teutonic friends.

Still, it was good to know that the truth of dogs hating hoovers, and switching that to a product advantage was well received by our clients in the UK, and this gave us leeway to talk about more creative ideas after this project. 


N.B No dogs or creatives were harmed in the making of this campaign.

The video.

A public apology to dogs3.jpg

The social.


Unhappy reviews from doggos.

Happy doggos now with earmuffs.

Cheers Bosch.

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