He attained public fame in Germany when he took part in 2006 in the ProSieben show Germany's Next Topmodel as a juror. In connection with advertisements for this show he became famous for his typically American accent and his effeminacy. He has also become famous for his mistakes in spoken German, most notably "das ist der Wahrheit" (English "this is the truth", whereas it should be "die Wahrheit"), which he has since taken as a trademark expression.
He has appeared in television advertisements for C&A and O2. From February to March 2008 he hosted his own fashion-themed television show, called Bruce, on Das Erste, but the show received poor ratings and was canceled after the initial run's 20 episodes.