Description
Bosch has revealed that its second-ever Big Game ad will star Guy Fieri, though almost unrecognizable in a deliberately jarring transformation. Created by Droga5, the work reintroduces Fieri as ‘Justaguy’ – stripped of his spiked hair, beard and flamboyant style – as part of the ongoing platform ‘The More You Bosch, The More You Feel Like A Bosch’.
Directed by comedy duo Tim Heidecker and Eric Wareheim via PRETTYBIRD US, the campaign leans into celebrity culture by subverting it. Fieri teased the look on Instagram on his birthday, sparking confusion and backlash from fans, before Bosch revealed the makeover was in service of its Super Bowl LX spot. A darker teaser shows Fieri nervously facing clippers backstage, hinting at his transformation.
The full ad, airing in the second quarter of the Big Game on February 8, will again unite Bosch Home Appliances and Power Tools with humour at the centre. Media buying was led by Carat, with PR support from Phaedon and Zeno Group, and the work is grounded in authenticity, as Fieri is a genuine Bosch customer.
This professional campaign titled 'Justaguy' was published in United States in January, 2026. It was created for the brand: Bosch, by ad agency: Droga5. This Film medium campaign is related to the Food industry and contains 2 media assets. It was submitted 12 minutes ago.
