Overview
- Bosch released a new teaser showing both classic Guy Fieri and his conservative alter ego, developed in close collaboration with company leadership including CMO Boris Dolkhani.
- Fieri first previewed the look on his 58th birthday with a Jan. 22 Instagram video that surprised fans.
- A Bosch spokesperson confirmed the makeover was performed with Fieri on set using high-end visual effects, rejecting AI speculation.
- Fieri says the campaign took roughly six months of planning with multi-day filming, two-hour wig applications, and CGI elements, and TODAY shared an exclusive clip featuring a Justaguy sandwich bit.
- The full commercial is scheduled to air during Super Bowl LX on Feb. 8 on NBC.