Guy Fieri becomes ‘Justaguy’ Super Bowl ad, see the outtakes
Guy Fieri traded his signature look to become “Justaguy” for a Bosch commercial that’s running during the Super Bowl.
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Guy Fieri is set to be seen on television without his signature spiked hair and outlandish wardrobe for the first time in his career as he stars in a commercial for Bosch that will air during the Super Bowl on Feb. 8.
The tentpole Food Network star trades his signature look for a gingham button down shirt, khakis and a brown combover to become the “Justaguy” character for the ad.
The ad shows Fieri switch from the “Justaguy” character to his regular look and demeanor when Bosch products are used. In an interview with USA TODAY, Fieri noted that he uses the company’s products in his day-to-day life and that he was impressed by the way the ad was 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 added in a news release for the ad.
The ad is set to air in the second quarter of the game and is a part of the company’s “The More You Bosch, The More You Feel Like A Bosch” ad 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 in the news release.
Super Bowl ad tease raises AI questions
Fieri debuted the look in an Instagram post on his 58th birthday, Jan. 22., which caused some to question if the post was created by artificial intelligence.
“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.
Bosch and Fieri would then tease the Super Bowl ad in a Jan. 26 post with the caption “just a little Big Game buzz.”
Bosch clarified in a statement to USA TODAY that the technology was not 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 in a statement provided to USA TODAY. “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.”
Contributing: Anna Kaufman, USA TODAY
This story has been updated to add video
