Guy Fieri Becomes 'Justaguy' in Bosch Super Bowl Commercial
Guy Fieri is about to appear on television without his signature spiked hair and outlandish wardrobe for the first time in his career. And it's weird.
The Food Network star is in a Bosch commercial airing during the Super Bowl on February 8. He trades his usual look for a gingham button-down shirt, khakis, and a brown combover to become the "Justaguy" character for the ad.
The commercial shows Fieri switching from the "Justaguy" character back to his regular look when Bosch products get used. In a recent interview, Fieri said he actually uses the company's products and was impressed by how the ad got produced.
"Once I hit the set and got to know the Bosch folks, I learned just how committed to excellence their team is, from their products to their productions," Fieri said in a news release.
The ad airs in the second quarter. Part of the company's "The More You Bosch, The More You Feel Like A Bosch" campaign.
"We continue to push creative boundaries and collaborating with exceptional talent – like Guy Fieri – allows us to further showcase how our products are 'invented for life' with consumers in a fresh, memorable way," Boris Dolkhani, Bosch Chief Marketing Officer, said.
People Thought It Was AI
Fieri debuted the look in an Instagram post on his 58th birthday, January 22. A lot of people thought it was AI-generated because the transformation looked so different.
"Hey there! After so many years of celebrating my birthday as Guy, I figured this year I'd celebrate it as just a guy. Happy birthday to me," the "Justaguy" character says into the camera in the video.
Bosch and Fieri teased the Super Bowl ad again in a January 26 post with the caption "just a little Big Game buzz."
Bosch had to clarify in a statement that AI wasn't used to make the teaser or the ad.
"While we strongly believe AI is a powerful tool in business, for the transformation of Guy Fieri into 'Justaguy,' AI tools were not used," Bosch said. "Filming was done in-person with the talent and post-production visual effects (VFX) were completed by Parliament, a company with twenty years of experience in high-end visual effects."
So, Guy Fieri is showing up in a Super Bowl commercial looking completely normal for once. Gingham shirt, khakis, sensible hair. The internet thought it was AI. It wasn't. Just good old-fashioned visual effects making one of the most recognizable people on Food Network look like some guy you'd see at Home Depot on a Saturday.
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