At a Glance
- Guy Fieri reveals a new, low-profile look for a Bosch Super Bowl commercial.
- The transformation was teased on his birthday, Jan. 22, with an Instagram video.
- The ad will air on Feb. 8, featuring two versions of Fieri-his usual persona and a clean-cut alter-ego called “JustaGuy.”
Why it matters: The stunt shows how brands push creative boundaries to capture attention during the Super Bowl, the most watched TV event in the U.S.
Guy Fieri has always been a larger-than-life figure on television, but his latest project with Bosch takes that boldness to a new level. On his 58th birthday, the Food Network star posted a short Instagram clip that hinted at a dramatic change: a buttoned-up, conservative style that left fans wondering who the man was. The reveal was part of a campaign that will debut during the Super Bowl on Feb. 8, where Fieri will play both his iconic “Flavor Town” persona and a more restrained alter-ego named “JustaGuy.”
The Transformation
Fieri told News Of Los Angeles that the idea was simple: “If you’re going to go big, go big.” He agreed to shave his signature goatee and adopt a new hairstyle for the commercial. The result was a stark contrast to the spiky blond hair and beard that fans associate with him. In the teaser, he wore a checkered button-down shirt, khaki trousers, and neatly part-ed brown hair-an image that shocked his own family.
> “I sent the picture to my mom and she said, ‘Who is that?’ She said, ‘It really looks a lot like you, but I know it’s not you.’ I said, ‘Mom, that’s me.'” – Fieri
The transformation was not just a haircut. The “JustaGuy” look required extensive post-production work. A Bosch spokesperson clarified that the video was shot with Fieri himself and that the transformation used high-end visual effects rather than artificial intelligence.
Key Elements of the Look
- Goatee shaved: Fieri confirmed he would shave for the role.
- Hair change: The new style involved a conservative brown cut.
- Wardrobe: A button-down shirt and khaki trousers replaced his usual flamboyant attire.
- Visual effects: Post-production techniques made the change appear seamless.
Behind the Scenes
The production of the commercial was described by Fieri as “the craziest 24 to 36 hours of my filming career.” Filming spanned two intense days and involved multiple sets, cameras, and CGI elements. Fieri shared that the wig alone took two hours to apply each day, a significant departure from his usual quick hair routine.
> “It took two hours to put the wig on,” he laughed. “When you see the picture, you’re either going to want to buy a life insurance policy from me or you’re going to want to go out to Bingo.” – Fieri
The creative process was a close collaboration with Bosch leadership, including CMO Boris Dolkhani. The brand sought to balance innovation, humor, and surprise during the Super Bowl’s most competitive ad moment.
> “If you’re going to pioneer-like Bosch has done for over 100 years-you’ve got to think differently,” Fieri added. “They weren’t afraid to push it.” – Fieri
Reactions
The birthday teaser sparked a flurry of reactions on social media. Fans joked about the new look, with comments ranging from “HAPPY BIRTHDAY TO THE MAYOR” to a playful nod from Fieri’s eldest son, Hunter, who quipped, “Dad… when did you start selling insurance? 😂”
Even Fieri’s wife, Lori, experienced double takes on set. He recalled, “She’d look at me and go, ‘Oh – it’s you. I didn’t even know it was you.'”
Fans were also curious about the authenticity of the transformation. A Bosch spokesperson assured that the video was shot with Fieri and that the visual effects were high-end, not AI.
What to Expect
The commercial will air during the Super Bowl on Feb. 8, and Fieri promises it will leave viewers questioning what they’re seeing. He teased that if there aren’t about ten seconds where people say, “Is that really him?”, then he would be 100 percent wrong.
> “If there aren’t about 10 seconds where people say, ‘Is that really him?’ then I’ll be 100 percent wrong,” he said. “But I won’t be.” – Fieri
The dual portrayal-Fieri’s familiar persona and the clean-cut “JustaGuy”-is designed to surprise and entertain. The campaign is part of Bosch’s larger strategy to stand out in the crowded Super Bowl advertising landscape.
Timeline
| Date | Event |
|---|---|
| Jan. 22 | Fieri posts birthday teaser on Instagram |
| Jan. 23-24 | Filming of the commercial over two days |
| Feb. 8 | Commercial airs during the Super Bowl |
Key Takeaways
- Guy Fieri’s transformation for Bosch’s Super Bowl ad is a bold creative move.
- The change involves shaving his goatee, altering his hairstyle, and extensive visual effects.
- The commercial will feature two versions of Fieri, aiming to surprise viewers.
- The campaign reflects Bosch’s strategy to innovate and capture attention during the Super Bowl.
In summary, Fieri’s new look for Bosch’s Super Bowl spot demonstrates the lengths brands and celebrities will go to stand out during the biggest TV event of the year.
