Google Sheets Scripts - bold row when cell equals value

Question

I'm trying to set an entire row (columns a:w) in a sheet to bold when the value in column C = "NEW#####". I'm struggling with how to get the whole row bold.

var sheet = SpreadsheetApp.getActiveSpreadsheet().getSheetByName("FormTest");
var range = sheet.getRange("A:W");
sheet.clearConditionalFormatRules();
var rule1 = SpreadsheetApp.newConditionalFormatRule()
  .whenFormulaSatisfied('=$C="NEW#####"')
  .setBold(true)
  .setRanges([range])
  .build();
var rules = sheet.getConditionalFormatRules();
rules.push(rule1);
sheet.setConditionalFormatRules(rules);