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Pan-European Creative Platform Targeting Hapless DIYers

Building a creative platform to position a Bosch laser measuring device as a must-have Fathers’ Day gift.


Bosch are known for their product-centric comms approach. For big purchases, this delivers great results. But smaller gadgets, like measuring devices and power-washers, are a different story. We needed to give people an emotional hook – a reason to buy in.


Both ‘hard’ and ‘soft’ DIYers experience their own DIY-disasters – and enjoy laughing at the mistakes of others. We created a hapless character – Dave – to showcase everything that can (and does) go wrong when you don’t measure accurately, or when you really need to keep the car clean.


The ‘Don’t do a Dave’ creative platform, including a TVC and in-store activity.


Starting life as a digital test for Father’s Day, it soon became a pan-European TVC. Our second campaign, focusing on power-washers, was later commissioned. The original measuring device creative was also named The Drum’s Ad of the Week.  And most importantly, Bosch saw a significant sales uplift across Europe.