Guy Fieri Gets Bosch makeover in Super Bowl spot

For the second year in a row, Bosch is taking the Big Game spotlight with a new ad featuring Guy Fieri. In the commercial, Fieri appears as “Justaguy” — a clean-shaven, brown-haired version of himself — and transforms back into his signature spiky-haired persona when using Bosch home appliances and power tools. The campaign emphasizes the brand’s tagline: The More You Bosch, The More You Feel Like A Bosch.

The spot demonstrates Bosch products in everyday situations: grabbing the handle of a Bosch refrigerator instantly restores Guy’s signature swagger and extends food freshness with VitaFresh Pro; cooking on the Bosch 800 Series induction cooktop turns a dull sandwich into bananas foster; and on the job site, Bosch tools transform Justaguy into skilled Guy Fieri. Even his dog, Cash, undergoes a playful transformation, donning blonde spikes and a mini Guy Fieri outfit.

Guy Fieri: “I’ve been a long-time Bosch guy. 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. Once I hit the set and got to know the Bosch folks, I learned just how committed to excellence their team is, from their products to their productions. I can’t wait to help fans feel more like a ‘Bosch.’”

Multi-channel campaign

The ad is part of Bosch’s multi-year campaign highlighting how home appliances and power tools elevate everyday life.

Paul Thomas, president, Bosch in North America and Bosch Mobility, Americas: “The campaign is focused on demonstrating how our products elevate the lives of home appliance and power tool consumers. The continuation of our commitment to the Big Game reflects our focus to grow in the United States for 2026 and beyond.”

Boris Dolkhani, chief marketing officer at Bosch: “Returning to the Big Game stage is an exciting milestone for Bosch. We continue to push creative boundaries and collaborating with exceptional talent — like Guy Fieri — allows us to further showcase how our products are ‘invented for life’ with consumers in a fresh, memorable way.”

Bosch plans to activate the campaign across owned, paid and earned channels, with extended content available alongside the Big Game spot.

www.bosch.us

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