Guy Fieri’s Full Transformation Into ‘Just a Guy’ Is Here, Just in Time for Super Bowl 2026 (Exclusive)

Guy Fieri has spent decades cultivating one of the most recognizable looks on television. That’s why fans were a bit confused (and maybe even startled) when the celebrity chef teased an entirely new, toned-down look on his 58th birthday.

Bosch is returning to the Super Bowl for the second consecutive year, and this time the brand has tapped Fieri to star as an almost unrecognizable version of himself.

In the new campaign, Fieri appears as “Just a Guy” — brown-haired, clean-shaven and stripped of his trademark swagger — before transforming back into his signature persona whenever he uses Bosch power tools or home appliances.

The teaser, released Jan. 26, quickly sparked a mix of excitement and bewilderment online, with viewers debating whether the man onscreen was actually Fieri or a convincing look-alike. The reaction was exactly what the home appliances brand was aiming for.

“I’ve been a long-time Bosch guy,” Fieri said in an exclusive interview with PEOPLE, explaining that the brand’s presence in his own kitchen and around his ranch made the partnership feel organic. But stepping onto set without his familiar look took some adjustment. He described the experience of becoming “Just a Guy” as both “strange and entertaining,” leaning into the idea of temporarily shedding a public persona he’s embodied for years.

In the ad, Fieri toggles between his ordinary alter ego and the confident, larger-than-life personality fans know — all triggered by Bosch products. In one scene, “Just a Guy” makes boring sandwiches for guests before transforming into full Guy Fieri mode, where he fires up the electric stove. In another, the same shift happens on a construction job site with Bosch power tools, where our energetic Guy is enthusiastically using a nail gun.

According to Bosch, the ad is part of the brand’s broader, multi-year campaign, “The More You Bosch, The More You Feel Like A Bosch,” which focuses on how its products empower people to feel more capable and confident in everyday situations. Fieri’s exaggerated transformation serves as a visual metaphor for that idea.

The full 30-second ad is set to air during the second quarter of the Big Game, airing Sunday, Feb. 8, with extended cuts and behind-the-scenes footage also being released online. Bosch has also teased additional content featuring Fieri throughout the year.