Fans of celebrity chef Guy Fieri who have been waiting to see more of the new clean-shaven look he debuted last month can finally gaze upon the full transformation that was part of a Super Bowl advertising campaign.
On Thursday, Jan. 22, the longtime Sonoma County resident celebrated his 58th birthday by posting an Instagram video that showed him without his signature spiky blonde locks and goatee, and instead with a neatly parted brown hairdo. The post was simply captioned, “New Year. New Guy. New Look.”
A week later, Fieri revealed the look was part of a Super Bowl commercial for home appliance maker Bosch.
Now, the company has released the extended version of the 30-second ad ahead of its airing on Sunday, Feb. 8.
In the ad, Fieri’s bland and buttoned-up “JustaGuy” persona turns into the larger-than-life character that audiences know when he uses Bosch products.
Fieri’s French bulldog, Cash, also makes an appearance in the ad, growing blonde spiky hair alongside Fieri.
In a Thursday, Feb. 5 news release from the home appliance maker, Fieri said he “can’t wait to help fans feel more like a ‘Bosch.’”
“I’ve been a long-time Bosch guy,” said Fieri in the news release. “In the kitchen and around the ranch, these are products that my family and I reach for, so working with the brand was a no-brainer.”
The commercial will air during the second quarter of the Super Bowl, Bosch said in the news release.
Super Bowl LX between the Seattle Seahawks and New England Patriots, held at Levi’s Stadium in Santa Clara, will air on NBC and stream on Peacock at 3:30 p.m. PST on Sunday.
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