Guy Fieri Looks Unrecognizable In New Super Bowl Commercial
After weeks of teasing, Guy Fieri’s 2026 Super Bowl commercial has finally been released. And it arrived a few days before “The Big Game.”
January 22 was Fieri’s 58th birthday. That day, he shocked the world by uploading a video showcasing his “new look.”
The video showed him rocking smooth, brown hair, a long-sleeved collared shirt, khakis, and a clean-shaven face. The look was a far cry from Fieri’s typical appearance, as he’s known for his spiked blond hair, goatee, and bright-colored clothing.
“Hey there! After so many years of celebrating my birthday as Guy, I figured this year I’d celebrate it as just a guy,” he said in the clip. “Happy birthday to me.”
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A few days later, on January 26, Fieri shared another video revealing the reason for his “new look.” The clip shows the real Fieri sitting at a vanity table while someone approaches him with an electric razor. His face briefly flashes to show the new Fieri we met in his birthday video.
The clip ends with the Super Bowl date, February 8, 2026, and reveals that it was made in coordination with Bosch. Bosch is a company that makes household appliances and hand tools, including ovens, dishwashers, pressure washers, hand saws, and lawnmowers.
“Just a little Big Game buzz,” Fieri captioned the video.
Watch Guy Fieri’s 2026 Super Bowl Commercial
Then, on February 5, Guy Fieri’s Super Bowl commercial was released. Bosch seems to be following in the footsteps of other brands, such as Budweiser, who’ve taken to releasing their ads online ahead of the Super Bowl.
The Bosh ad shows Fieri flipping between personas. He starts as his alter ego, “Just a Guy,” but becomes the Fieri fans know and love whenever he uses a Bosch product.
Fieri told PEOPLE it was “strange and entertaining” to see his “new look” in the commercial. Although people initially questioned whether the look was achieved with AI, Fieri and Bosch said it was not.
“Guy’s birthday post is not AI,” a Bosch spokesperson previously told PEOPLE. “The video was shot with Guy Fieri himself, and the Justaguy transformation was achieved using high-end post-production visual effects.“
Fieri said he was willing to shave off his iconic goatee to pull the whole thing together:
“If you’re going to go big, go big,” he told PEOPLE. “They said, ‘Well, can you shave your goatee?’ And I said, ‘I would for this. This is such an important commercial. This is such a big deal.‘”
It took Fieri two hours to put on the brown wig that hid his instantly recognizable spiky hair. When the full look finally came together, even his loved ones were left in disbelief. Fieri said his wife would look at him and say, “Oh, it’s you. I didn’t even know it was you.”
Likewise, when his mom saw a photo of “Just a Guy,” she didn’t believe it was him. Fieri recalled, “She said, ‘It really looks a lot like you, but I know it’s not you.’ I said, ‘Mom, that’s me.'”
Watch Guy Fieri’s 2026 Super Bowl commercial in the video below to see his “new look.”
