At long last, the mystery has been solved.
In January, culinary superstar Guy Fieri posted an unnerving video on his Instagram, which used artificial intelligence to transform the Mayor of Flavortown into his bland alter-ego, “Justaguy.”
Today, the gag was unpacked, revealing Fieri as the face of Bosch’s second Super Bowl campaign. The creative, tied to the brand’s long-running “Like a Bosch” platform, emphasizes how products from the German engineering firm can transform their users.
The spot, which will air in the second quarter across NBC and Peacock, brings together Bosch’s home appliances and power tools businesses under a single message: “The more you Bosch, the more you feel like a Bosch.”
Created by Droga5, the ad leans into transformation as both a visual gimmick and a brand thesis. The creative opens with an aggressively ordinary version of Guy Fieri: brown-haired, clean-shaven, and stripped of the swagger that typically defines him.
In the kitchen, “Justaguy” disappoints guests with limp bologna sandwiches. On a job site, he appears unsure of himself. Each time a Bosch product enters the frame, however, the transformation snaps into place.
Grabbing the handle of a Bosch refrigerator triggers Fieri’s return—his spiked hair and sunglasses resurface—while spotlighting the quality of Bosch technology. A Bosch cooktop turns an uninspired hosting moment into a Bananas Foster extravaganza. The gag extends to Fieri’s dog, Cash, who briefly transforms as well.
The decision to anchor the campaign with a single celebrity reflects a strategic shift from Bosch’s Super Bowl 2025 debut, according to chief marketing officer Boris Dolkhani. Last year, in its inaugural spot, Bosch used Macho Man Randy Savage and Antonio Banderas in its creative.
“We are targeting two very different groups—power tools and home appliances—but we couldn’t run two different ads,” Dolkhani said. “The insight was that both audiences are looking for great results from high-quality products, and that’s what brings the campaign together.”
That clarity matters for Bosch, which still sees itself as a challenger brand in the U.S. despite its global scale. The Super Bowl remains a cornerstone investment not just for reach, but for earned media and unaided brand awareness, particularly during the pre-game activation window. Early response to Fieri’s unbranded social tease suggests the strategy is working, with Bosch expecting to exceed last year’s results, according to Dolkhani.
