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Bosch – Like a Bosch

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Back in November 2019, Bosch introduced its IoT-savvy geek Shawn with a series of videos that riffed on the rap hit Like a Boss, by The Lonely Island. 

The 2009 song’s original video, featuring Seth Rogan, depicted a darkly humorous NSFW worker whose performance review detailed some very bad days in the office. Think sexual harassment, desktop defecation, self-castration and inappropriate relations with a giant fish. 

Shawn, however, is a wholesome squeaky-clean tech champ who is always in charge of the situation thanks to his connected solutions from Bosch. 

However, in this fun, well-crafted film, Like A Boss, directed by Ben Callner through CZAR Germany, Shawn is caught off guard during a sit down with the Bosch boss – CEO Dr Volkmar Denner – who wants him to move with the times and collaborate with a new kid on the block. 

Thing is the new kid is actually a kid and has some revolutionary ideas about safeguarding her future by pushing through the company's sustainability goals. She gradually wins Shawn over by championing the brand's durable, resource-saving products, along with its CO2 neutral agenda. 

The mixed-media visuals are exciting and Shawn’s young challenger makes a reasonable point about how the generations need to unite and press on with environmental solutions… 

“All I’m saying, stop delaying, work together, I ain’t paying.”

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