Guy Fieri ditches signature look for Super Bowl ad

Guy Fieri will debut a rarely seen persona in an upcoming Super Bowl commercial for Bosch. Known for his flamboyant style, Fieri will transform into 'Justaguy,' characterized by a gingham shirt, khakis, and a brown combover, a stark departure from his usual spiked hair and bold wardrobe. This shift occurred during filming when Bosch products were featured, prompting Fieri to return to his familiar demeanor.

Fieri's new look, initially revealed on his January 22nd birthday, led to questions about artificial intelligence. However, Bosch has definitively stated that AI was not involved in creating the 'Justaguy' character for the Super Bowl ad. Instead, visual effects were handled by Parliament, a company with extensive experience in high-end visual effects, ensuring an in-person, talent-driven production. The commercial is part of Bosch's 'The More You Bosch, The More You Feel Like A Bosch' campaign.