Bosch released a teaser on Monday for its upcoming Super Bowl ad, revealing that celebrity chef Guy Fieri will star in the brand’s second consecutive Big Game appearance, albeit in an unexpectedly stripped-down fashion.
The teaser shows Fieri moments before a stylist shaves off his signature spiked blond hair and goatee, transforming him into what Bosch dubs “Just a Guy.” Following his trim, the clean-shaven, brown-haired version of the Food Network star looks almost aggressively ordinary.
The short video ends before the makeover is complete, cutting to the Super Bowl airdate of Feb. 8 and positioning the transformation as the creative hook of Bosch’s in-game spot.
The reveal follows an unbranded social media tease from last week, when Fieri posted photos of himself sporting the subdued look without explanation.
The move sparked confusion—and jokes—from fans and creators alike, including a comment from his son Hunter asking whether his dad had “started selling insurance.” Bosch will presumably connect the dots between Fieri’s transformation and the brand’s products in the Super Bowl spot itself.
The creative centers on Bosch’s ongoing effort to spotlight its home appliances and power tools under a unified consumer-facing message, using humor and celebrity to broaden awareness of the 139-year-old German brand in the U.S. market.
While Bosch has not disclosed which specific products will feature in the spot, the “Just a Guy” concept appears designed to play against Fieri’s outsized personality, suggesting that Bosch products can make everyday people feel more confident.
The campaign builds on Bosch’s broader Super Bowl strategy following its Big Game debut last year, when the brand ran an in-game ad starring Antonio Banderas alongside a “Macho Man” Randy Savage lookalike. That 2025 spot introduced a transformation-driven creative approach tied to Bosch’s long-running “Like a Bosch” platform, which emphasizes how the brand’s products can elevate everyday moments.
Bosch confirmed in December that it would return to the Super Bowl for a second straight year, citing early momentum from its debut and stronger brand awareness among U.S. consumers. The company has framed the Big Game as a cornerstone investment in its push to become a more familiar household name.
