Bosch has given itself a very new look and feel for 2019. The company unveiled its new tagline and campaign, Like a Bosch, at CES. Yes, Bosch is making itself cool, seizing the opportunity presented by all the like a boss videos and memes that have gone viral on the internet, attracting tens of millions of clicks. The lead commercial is set to a hip-hop musical anthem, and shows a dude with swag who’s surrounded by up-to-the-minute IoT gadgets that do wonderful things. Not every gadget is available to the public yet, but they do make for an impressive ad. And for a 133-year old company that whose advertising (and image) has always been sophisticated, this is a revolution.

But then striking, unexpected creative is Jung von Matt’s calling card. And the film was directed by Andreas Nillson, who is known for making high impact ads.

“We’ve picked up on a global internet sensation and reinterpreted it with a humorous touch,” commented Boris Dolkhani, head of brand management at Bosch, in a statement. “Where the internet of things is concerned, all roads lead to Bosch. That’s the campaign’s clear message.”

In later spots, Bosch will return somewhat to its feature-led style, using products for connected mobility and connected living. The image campaign is running across digital and social media channels.