The Food Network icon tells EW how he took his dramatic makeover for Bosch’s big game commercial “to the Nth degree.”

Guy Fieri’s wild transformation for Super Bowl commercial started as a dare: ‘Would Guy Fieri really do this?’

The Food Network icon tells EW how he took his dramatic makeover for Bosch's big game commercial "to the Nth degree."

By Ryan Coleman

Ryan Coleman

Ryan Coleman is a news writer for with previous work in MUBI Notebook, Slant, and the LA Review of Books.

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February 5, 2026 9:00 a.m. ET

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Guy Fieri in Bosch's Super Bowl commercial. Credit:

- Guy Fieri tells EW that his radical new look in his Bosch Super Bowl commercial started out "as in-office dare."

- The Food Network mainstay recalls the creative team wondering, "Would Guy Fieri really do this?"

- Fieri's teases of his new look caused fans to freak out over his spiky blond tips and goatee giving way to a polite coiff and clean shave.

To see him is to know him.

Guy Fieri has been rocking frosted spikes and a sick goatee for the better part of two decades. The celebrity chef and host of nearly a dozen Food Network series understands better than anyone how his instantly recognizable look has over time transcended the realm of mere aesthetics to function more like branding, a walking logo.

So he knew what it would mean when he was approached to debut a radical new look for the 2026 Super Bowl.

"When we talked with the Bosch team, I think it was a little bit of an in-office dare. Like, would Guy Fieri really do this?" he tells ** ahead of the big game. Fieri first teased his radical new look in a beguiling clip shared to his Instagram on Jan. 22 that had fans so perplexed, that even his son, Hunter, asked in a comment, "Dad… when did you start selling insurance?"

Then he revealed his partnership with Bosch on Jan. 26, with another brief Instagram video that featured Fieri in front of a vanity, staring nervously at his own reflection while a buzzing trimmer slowly advanced toward his iconic facial hair.**

Guy Fieri in Super Bowl ad for Bosch.

The full commercial dropped on Thursday, finally giving fans a full view of Fieri's new alter-ego, "Justaguy." Sporting a sensible gingham button-up and a slicked-over 'do, the drab version of Fieri transforms into the unleashed Guy we know and love every time he makes contact with a Bosch appliance. "I feel like more than Justaguy. I feel like Guy," he declares, as guitars shred, eagles screech, and engines rev.

Guy Fieri shares gruesome details of terrifying fall that 'snapped' his muscle 'literally in half'

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"Just a couple weeks prior, getting fitted for the wig and the whole thing," Fieri recalls wondering just how far he could push the gambit, still believing that he was being underestimated. But he says the company "leaned in hard."

Fieri shot the commercial, which drops in full on Feb. 8 during the Super Bowl, "up in Vancouver. We just took it to the Nth degree. And that's what's gonna come out."**

Fieri got his start on TV in 2006, when he appeared on - and won - the second season of *The Next Food Network Star*. But he'd enjoyed a long and successful career in restaurants before that.

Guy Fieri on 'Diners, Drive-Ins, and Dives'. Scott Brinegar/Food Network

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****Before there were Guy Fieri's Flavortown Kitchens across the country, Fieri owned and operated the pasta grill chain Johnny Garlic's in California, and Guy's American Kitchen and Bar in New York, which put him on the map as an established force in the food world.

Fieri has become one of the Food Network's most tireless soldiers ever since his *Food Network Star *win. So tireless that he recently suffered a gruesome fall while on set for the upcoming series *Flavortown Food Fight*. Fieri previously told EW that he "snapped my quad muscle on the center of my leg in half" after a fall down a set of stairs, but reassured fans that he's (mostly) all healed up, and "at the point now where I just take every day with appreciation."**

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