A Laser Level Just Got a Championship Boxing Entrance

ARTICLE – Bosch just dropped an ad where a construction worker transforms into a championship boxer the moment he fires up a laser level. The spot, called “Champ,” is part of Bosch’s second-year “Like a Bosch” campaign, and it features two of the company’s measuring tools getting the kind of dramatic treatment usually reserved for flagship phones and sports cars.

Price:: From $89
Where to Buy: BOSCH, Amazon

The worker picks up the 18V 360° Connected Green-Beam Three-Plane Leveling and Alignment Laser and suddenly he’s wearing a robe that reads “The Leveler.” He starts bouncing around a boxing ring that somehow materialized on the jobsite. Then the BLAZE 165 Ft. Laser Measure shows up, and the whole thing escalates into a full champion entrance sequence. Droga5, the agency behind the campaign, clearly had fun with this one. You’re watching a palm-sized measuring tool get the same entrance music treatment as a heavyweight title fight.

The 360° Green-Beam That Started the Fight

The star of the “Champ” spot is the GLL300-42GL (from $529), Bosch’s all-in-one leveling laser. It projects three chalk lines in 360° laser planes, one horizontal and two vertical, plus a separate alignment laser for complete level setup. Green-beam visibility outperforms red in bright conditions. If you’ve squinted at a faint red dot across a sunlit room, you’ll notice the difference fast: the green line stays sharp and legible against concrete, drywall, and open framing. The connected functionality links to Bosch’s app ecosystem for remote operation and measurement logging.

 

Three-plane projection means you’re not repositioning the unit between walls. Set it once, get horizontal and both vertical references simultaneously, and start working. That’s the efficiency pitch Bosch built the entire boxing metaphor around, and it’s not a stretch. Every repositioning cycle eats time: climbing down, walking the unit across the room, re-leveling on the tripod. Those interruptions compound across a full workday.

BLAZE Laser Measures: The Supporting Cast That Steals Scenes

Bosch’s BLAZE line covers the portable measuring side, and the lineup runs deeper than most people realize. The GLM165-22 ($89) headlining the “Champ” spot measures up to 165 feet with accuracy to plus or minus one-sixteenth of an inch. Its color display optimizes for low-light and no-light conditions, which is where plenty of measuring actually happens. A rounding button lets you snap measurements to the nearest fraction that works for your application, so you’re not doing mental math converting sixteenths to eighths while standing on a ladder.

The GLM165-27CG ($!52) adds green laser visibility, Bluetooth connectivity, and haptic feedback. That last feature is worth noting. On loud jobsites where you can’t hear a confirmation beep, the tool vibrates to confirm your measurement locked in. It’s a small thing that solves a real problem.

For outdoor work, the GLM400CL ($329) extends range to 400 feet with Bluetooth for syncing measurements to your phone or tablet. And the GLM100-23 ($51.89 on Amazon) covers the entry point at 100 feet for lighter residential work. Pricing across the BLAZE lineup runs from roughly $30 for basic models to around $645 for the fully loaded outdoor units, with Home Depot and Lowe’s stocking the full range.

60 New Products and a Super Bowl Return

The measuring tool campaign sits inside a much bigger 2026 push from Bosch. The company announced 60 new products at World of Concrete in January, spanning a new EXPERT 18V battery platform with tabless cell technology, a complete concrete tool portfolio, outdoor power equipment, and the L-BOXX modular storage system with its click-lock stacking design. Bosch also returned to the Super Bowl this year with Guy Fieri in a separate “Like a Bosch” spot, so the brand is clearly investing heavily in mainstream visibility.

The EXPERT 18V batteries warrant a quick mention because they affect the measuring tools. Available in 4Ah and 8Ah configurations, the tabless cells run noticeably cooler under sustained load, and they slot directly into Bosch’s existing 18V system without adapters. If you’re already running Bosch cordless tools, the laser levels and any battery-powered measuring tools benefit from the same platform upgrade.

Why Bosch Is Fighting the Tape Measure, Not Other Brands

Bosch already owns the conversation when someone searches for a laser measure. The brand shows up first across most review roundups and retailer results, and its BLAZE line has quietly become the default recommendation for contractors and weekend renovators alike. The challenge isn’t convincing people these tools are accurate. It’s convincing the millions of workers who still pull a steel blade across a room, squinting at tiny hash marks, that a laser gets the same number in half the time.

Price:: From $89
Where to Buy: BOSCH, Amazon

That’s what the “Champ” campaign actually targets. The ad doesn’t compare Bosch to DeWalt or Leica. It compares the feeling of using a laser level to the feeling of being a boxing champion. Bosch is selling the transition from analog to laser, not from one brand to another. For a category where the biggest competitor is still the tape measure sitting in everyone’s junk drawer, that’s probably the right fight to pick.