Guy Fieri Shocks Fans With Clean-Cut Makeover for Super Bowl Ad

For nearly 20 years, Guy Fieri has been instantly recognizable. Frosted spikes. A bold goatee. Loud shirts. His look isn’t just personal style — it’s part of his brand, almost like a walking logo.

So when Fieri agreed to change that look for a 2026 Super Bowl commercial, he knew it would turn heads.

The idea came from Bosch, the appliance company behind the ad. Fieri says it started almost like a dare. Would Guy Fieri really do this? The answer, surprisingly, was yes.

He first teased the transformation on Instagram on Jan. 22 with a mysterious video that left fans confused. Even his son, Hunter, jumped into the comments, joking, “Dad… when did you start selling insurance?”

A few days later, Fieri revealed the Bosch partnership with another clip. This time, fans saw him staring nervously into a mirror as a buzzing trimmer moved closer to his iconic facial hair.

The full commercial finally dropped Thursday — and it shows Fieri like fans have never seen him before.

In the ad, he plays an alter ego called “Justaguy.” This version of Fieri wears a plain gingham button-up, has neatly slicked hair, and looks completely ordinary. But every time he touches a Bosch appliance, he transforms back into the loud, high-energy Guy fans know — complete with roaring guitars, screeching eagles, and revving engines.

“I feel like more than Justaguy,” he declares in the ad. “I feel like Guy.”

Fieri says the company fully embraced the idea. He filmed the commercial in Vancouver and recalls getting fitted for a wig just weeks before shooting. “We took it to the Nth degree,” he says. “And that’s what people are going to see.”

The ad will air in full on Feb. 8 during the Super Bowl.

Fieri first rose to TV fame in 2006 when he won season two of The Next Food Network Star. Before that, he was already a successful restaurateur, running the Johnny Garlic’s pasta grill chain in California and opening Guy’s American Kitchen & Bar in New York.

Since his Food Network breakout, Fieri has become one of the channel’s hardest-working stars, hosting or appearing in nearly a dozen shows.

That nonstop pace recently caught up with him. While filming the upcoming series Flavortown Food Fight, Fieri suffered a serious fall down a set of stairs, tearing his quad muscle. He later reassured fans that he’s mostly recovered and now takes “every day with appreciation.”

Even after two decades in the spotlight, Fieri is still finding ways to surprise people — even if it means shaving the goatee and becoming “Justaguy” for a day.