Guy Fieri Is Unrecognisable in Bosch Super Bowl Teaser
Bosch has revealed that its second-ever Big Game ad will feature the iconic Guy Fieri – though you might not recognise him at first.
That’s right, your eyes don’t deceive you. That’s him in the image. Guy has shed his signature spiked hair, chains and flaming-hot style to appear as ‘Justaguy’ – brown hair, no beard, and objectively ordinary.
Ad agency Droga5 is behind the slightly unsettling new makeover, as well as the 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.
This year's work is directed by Tim Heidecker and Eric Wareheim, known as comedy duo Tim & Eric, via PRETTYBIRD US.
“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 spicy self… What better way to show that ‘The more you Bosch, the more you feel like a Bosch’?”
On his birthday (January 22nd) Guy teased his new look on Instagram, sharing a video of himself blowing out birthday candles in a buttoned-up shirt and looking more Flanders than Fieri. This, naturally, sparked bewilderment and even anger from certain fans, who quickly made their opinions known in the comments: ‘Mom, I’m scared’, ‘Where did the flavour go?’, and simply, ‘Nope’.
180,000 likes later, and people finally have an answer for what happened to Guy.
Bosch and Droga5 have now dropped a more conspicuous teaser, revealing that the new look is for the brand’s Big Game ad. The video opens with the restaurateur and presenter looking, well, not normal but definitely himself, illuminated by the lights of a dressing table in a dark and eerie backstage area.
Taking the POV of the mirror, we see an arm enter the shot wielding an electric razor, which buzzes angrily towards Guy’s head. As the clippers approach his chin, the ‘Diners, Drive-Ins and Dives’ host becomes visibly nervous, and we get a brief flash of his ‘Justaguy’ look before the screen cuts to black.
To see whether Guy can recover to his former glory after the stylist does the unthinkable to his luscious locks, people will have to watch the full ad during the Super Bowl broadcast on February 8th.
Similar to last year, the Super Bowl LX spot is going to bring together both the Bosch Home Appliances and Power Tools businesses with a comedic twist – and it helps that Guy is an authentic customer of Bosch power tools and home appliances himself.
The 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.
Keep up with everything Super Bowl LX here.
