Bosch is betting the Mayor of Flavortown can help it make an emotional connection with Super Bowl viewers

Guy Fieri is starring in a Bosch Super Bowl ad.

Bosch

• German industrial heavyweight Bosch wants to become a bigger deal in the US.
• It's lining up a Super Bowl ad featuring Guy Fieri.
• Bosch said it's leaning into more emotional marketing to strike a chord with American consumers.

Bosch has been in the US for more than a century, yet it remains a surprisingly fuzzy brand for many American consumers. The German industrial heavyweight is betting that the "Mayor of Flavortown," Guy Fieri...