Guy Fieri and His Dog Rock Iconic Look After Bosch's Big Game Makeover
Bosch is back at the Big Game – and this time, they’ve brought a guy with them. Of course, it’s not ‘just a guy’, as the campaign from agency Droga5 New York is called, but the Mayor of Flavortown himself, Guy Fieri.
The film is directed by Tim Heidecker and Eric Wareheim, known as comedy duo Tim & Eric, via PRETTYBIRD US, and shows how 'Justaguy' transforms into the loveable Guy Fieri the moment he uses Bosch products.
Even his adorable dog, with the touch of a Bosch dishwasher, grows spiky blonde hair to match its owner's iconic look, and magically starts talking.
This new Super Bowl spot continues agency Droga5's multi-year campaign for the German engineering and technology brand, ‘The More You Bosch, The More You Feel Like A Bosch’, which saw Antonio Banderas and ‘Macho Man’ face off at last year’s Super Bowl.
“Celebrities are a staple at the Super Bowl, so for Bosch’s return, we wanted to make sure we made the most of Guy Fieri’s star power in an unignorable way," said Chioma Aduba, president of Droga5 New York. "Transforming him into 'Justaguy' and bringing him back to his original self—what better way to show that ‘The more you Bosch, the more you feel like a Bosch'?”
While Guy is known for his work in the kitchen, he’s also an avid craftsman and long-time user of Bosch power tools, giving his inclusion a touch of authenticity.
Bosch's Big Game moment this year has been backed by a 360° marketing strategy designed to unfold like entertainment. On his birthday (January 22nd) Guy Fieri teased his new look on Instagram, and Bosch followed up with a more conspicuous teaser, revealing that the new look is for the brand’s Big Game ad.
Using creators and influencers, pop culture voices and meme accounts, the brand ignited conversation around Guy's makeover into 'Justaguy' long before the Super Bowl broadcast. Aiming to turn a single broadcast moment into a cultural conversation online, this has also been followed up by creators sharing their own #LikeABosch transformations.
The paid media approach led with a goal to spark intrigue first, before scaling its cultural impact by placing Guy’s transformation in premium, discovery-led environments, including Netflix, Peacock, Hulu, ESPN, YouTube and bespoke social platforms.
The full ad is set to air during the 2nd quarter of the Big Game. Carat led the Big Game media buy and developed the paid strategy, while Phaedon and Zeno Group supported public relations efforts.
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